Restaurants promote Valentine's Day dinners, hotels offer balls, and stores advertise flowers, chocolates, and other gifts. Florists sell bounties of roses and barbers cut hearts into men's head hair. Television shows organise love-letter competitions. Newspapers publish amorous messages and offers of the best places to tryst (naming cafes, parks and hotels). Internet dating services enjoy a surge in usage, phone companies log added long-distance calling and numerous messaging gala. "Happy Valentine's Day", in most of the world, would be of innocuous good wishes. Whereas, in Muslim communities, these are the pinching words. However, a score of youth in the Muslim world waits for the day to express their utmost desires. In West and other non-Muslim countries, this day is celebrated in a splendid way; will not be wrong if we say, like a holy event. The controversy of this day is another side of the picture that tells a totally different story in the Muslim world. Ferocious comments by the extremist organisations, considerably on government level in some parts of the world is completely stunning. In Saudi Arabia, the police monitor stores selling roses and other gifts associated with the holiday as per instructions by the government. They even arrest women for wearing red on Valentine's Day. In Iran, the police order shops to remove heart-and-flower decorations and heavy-handed government action serves to alienate the population. "For weeks, I have been waiting for Valentine's Day to offer my boyfriend a gift of love and affection," says a 19-year-old girl. "The crackdown only strengthens my position in rejecting the hard-line clerical rule." In Pakistan, different Islamist organisations, calls for a ban on Valentine's Day. One of its leaders dismisses it as "a shameful day" when Westerners "are just fulfilling and satisfying their sex thirst." In Malaysia, a mufti thunders against the day, "We Muslims do not need such a culture or practice, which is clearly against the teachings of our religion." In the United States, an Imam condemned Valentine's Day as a non-Islamic holiday. You just don't need to be a Muslim to hate Valentine's Day. In India, a leader of the radical Hindu group, Shiv Sena, has condemned the holiday as "nothing but a Western onslaught on India's culture to attract youth for commercial purposes." Shiv Sena members followed up by stealing Valentine's Day cards from a shop in central Bombay which they ceremonially burned in a bonfire. They also harassed hand-holding couples and threatened to shave the heads and beat young lovers who exchanged Valentine's Day cards and gifts. This rage responds to the soaring popularity of the holiday in majority-Muslim countries and India. However, in Middle East and South Asia, the holiday has rapidly taken on the trappings of a custom. "We have celebrated Valentine's Day every year," recounts a 23-year-old Bangladeshi woman. "We would wish each other a happy Valentine's Day on the phone at midnight. Later, we used to exchange gifts." The authorities might condemn this day of romance, but it appeals to lovers either young or old, who happily carry out its newly-minted rituals. Valentine's Day is a light-hearted matter, but efforts to repress it symbolise intention to make war on modernity. In this way, the generational and cultural struggle over heart-shaped cards points to a battle now underway for the soul of Islam. The striking aspect is that the extremists just get hyper on any such event. Whereas, they don't even take any interest in the ongoing daily happenings; perhaps they are worst than this, but nothing to do with that, as they don't get focus, the way they wish to. They go for the implementation rather than to convince the youth to shape their minds and thoughts in a particular way. Through such behaviour, they only buy people's greater hatred and enmity. Why don't they develop the confidence to allow families to keep such events within acceptable bounds?