Seemingly out of nowhere, a Twitter movement to save a person named Nesamani began growing in momentum. It grew and grew, and at one point, began trending across the country, with plenty of people sharing pained messages about his fate and praying for justice. The hashtags #prayfornesamani and pray_for_neasamani were all the rage.

Some digging reveals that the Nesamani social media began building a movement for, is the name of a character played by the enduring comedian, Vadivelu. The whole activism charade is a reference to a comedy track in the film, Friends, starring Vijay and Suriya. In the sequence, Vadivelu plays a contractor called Nesamani, who finds it really hard to get work out of his assistants. At this point, one of his aides drops a hammer on him from above, leading to his loss of consciousness.

It appears that the whole thing spiralled from an innocuous Facebook post about a hammer, when someone dropped a reference to this comedy track. 

There has never been a better time to live in. Let's all join in and pray for Nesamani.