Kolkata/IBNS: Amid a row over the release of the first song-Besharam Rang-form Pathaan, superstar Shah Rukh Khan Thursday addressed the subject of social media toxicity and cancel culture that trends for Bollywood, sending out a call for "positivity".

Addressing the 28th Kolkata International Film Festival (KIFF) in Kolkata, "The collective narrative of our times is shaped by social media. Contrary to the belief that social media will affect cinema negatively, I believe cinema has an even more important role to play now."

"Social media is often driven by a certain narrowness of view that limits human nature to its baser self. I read somewhere that negativity increases social media consumption and thereby increases its commercial value as well. Such pursuits enclose the collective narrative, making it divisive and destructive," Khan said.

"We haven't been able to meet for a while, but the world is becoming normal now. We are all happy and I am the happiest. And I have no qualms in saying, that no matter what the world does, me and you, and all positive people in the world are ALIVE," he added.

His remarks came amid calls for the ban of 'Pathaan' after the release of the first song from the film 'Besharam Rang' starring him alongside Deepika Padukone.

On Wednesday, Madhya Pradesh Minister Narottam Mishra expressed unhappiness over the use of saffron costumes in the song 'Besharam Rang'.

He also said that the film contains some objectionable scenes, and threatened to ban Pathaan in Madhya Pradesh if those shots are not replaced.

He said that the costumes and scenes should be fixed or deleted if the film has to be considered for release in MP.

Misha said the "green" and "saffron" colours of the attire of the cast need to be "rectified" along with the lyrics of the song as well as the title of the film, which will hit the screens next month.

He also targeted Khan, saying while the actor visits the Vaishno Devi shrine but he acts in films where women actors wear bikinis.

Earlier this year, Aamir Khan's 'Laal Singh Chaddha' was also targeted and the film suffered miserably at the box-office.