A small restaurant in Parel was forced to shut down on Monday after protests by Congress workers over allegedly defamatory material written on its bills. Soon after this newspaper front-paged it, the story went viral on social media generating thousands of Facebook Likes, Comments and Shares, and thousands more retweets and mentions on Twitter.

Not surprisingly, the story was lapped by pro-BJP Twitter and Facebook users, and a few hours after the newspaper hit the stands, Gujarat chief minister Narendra Modi tweeted it and posted it on Facebook. Given Modi’s ability to generate interest in television media, national TV channels swooped upon Aditi restaurant and the story was a national debate.