National Award-winning filmmaker Sudhanshu Saria feels the apology tendered by Ekta Kapoor's production house ALT Balaji following his allegation of poster concept plagiarism is "brazen, disrespectful, inconsiderate", and "smacks of arrogance". Saria had earlier pointed out that the poster of Kapoor's upcoming show "His Storyy" is similar to that of his film "Loev".

Expressing his mind with an emotional outburst during a video interaction with IANS, Saria said: "I have to say my first reaction was numbness and then it knocked the wind out of me. I found myself instinctively so angry that I could not even explain it. This action is brazen, disrespectful, inconsiderate, careless and it is smacks of arrogance. It made me show that I do not matter. They saw the poster, they took it and reused it thinking I am such a nobody in the business that no one would notice who originally created the poster! They thought I am insignificant. I am in the business for last 18 years."