Bollywood producer Sanjeev Kumar is not happy with Pakistani singer Atif Aslam's work ethics after reportedly the pop star continuously rejected the request of promoting his latest Indian song 'Sehmi hai dhadkan' from the upcoming movie ‘Daas Dev’.

According to the producer of the movie, Atif had promised to promote his song on social media and other platforms but even after multiple requests to the artist, Atif reportedly did not execute what he had apparently promised.

"Atif said he will do it, but it hasn't been done. I'm not sure why he isn't taking part in the activity but, as a producer, I see that work promised hasn't been executed," Pink Villa quoted Kumar. The song 'Sehmi hai dhadkan' was launched on February 22 as the first song from 'Daas Dev', a contemporary take on Sarat Chandra Chattopadhyay's novel 'Devdas'.

This incident has happened on a critical point of time when India has officially banned Pakistani artists from working in Bollywood and Atif's such decision after the prohibition is fairly justified. The ban was imposed on the request of former singer turned politician Babul Supriyo, who had also objected the inclusion of Pakistan singer Rahat Fateh Ali Khan's voice in the film 'Welcome to New York'.

Kumar said, "Normally, such statements are made by fringe groups. When a minister says it, it leaves an impact on more people. But we needed Atif for this song. He has 20 million followers on social media. Imagine the kind of traction we would have got had he promoted it."

'Daas Dev' stars Richa Chadha, Aditi Rao Hydari and Rahul Bhat. It is scheduled to hit the screens on March 23.