Uddhav Thackeray-led Shiv Sena, which re-launched its campaign for Marathi language recently, has demanded that the word 'Bombay' in the Bombay Stock Exchange be replaced with Mumbai.

Senior Sena leaders on Tuesday held a protest outside PJ Towers on Dalal Street [Get Quote] and threatened further action if their demand was not met.

This comes a couple of days after activists of the Sena's student's wing, Bharatiya Vidyarthi Sena, targeted establishments that still have Bombay in their names, including the city's prestigious school, Bombay Scottish, a Bombay Dyeing [Get Quote] showroom and offices of The Times of India, whose city supplement is called Bombay Times.

While copies of Bombay Times were burnt in front of the newspaper's office at Chhatrapati Shivaji Terminus and near its Kandivili offices and press, activists tampered with the signboard of Bombay Dyeing's showroom on Delisle Road.

The protest march at the BSE was relatively non-violent.

Sena leader and publisher of the party mouthpiece, Saamna, Subhash Desai said: "We will pressure the BSE to change its name and pursue the cause till they do it."