An Islamic students' group has asked youths in Jammu and Kashmir not to celebrate the Valentine's Day and instead observe a "Haft-e-Haya (week of modesty ) from February 13-19.

Islami Jamaat-e-Taulba has circulated pamphlets and published advertisements in local newspapers asking youths to "say no to immodesty, immorality and lewdness".

They have also started a vigorous online campaign on various social networking websites with posters of 'Haft-e-Haya' injected with Quranic verses urging Muslims to safeguard their modesty and refrain from celebrating the day of love.

An advertisement published by the group in local newspapers has asked women to adopt hijab.

Both moderate and radical Muslim groups have abhorred celebration of Valentine's day, which has become popular in Kashmir over the past decade.

Radical groups, including Aasiya Andrabi's 'Dukhtaraan-e-Millat (Daughters of the Nation)', have in past held protests against V-Day celebrations and burned cards.