The marketing ploy for e-commerce site Meesho was undone by Sourav Ganguly's "mega" error on Friday when his social media staff mistyped the Facebook caption.
The message on what looked like a movie poster "featuring" the BCCI president read: It was fun making it! My newest Mega Blockbuster will soon be available.
That's not all, though.
Further instructions from Meesho on the social media campaign were provided in the caption: "Please make sure that the Meesho brand name or Meesho hashtag is NOWHERE used in tomorrow's 1st September post."
The post, which has since been removed and replaced, became popular, but perhaps not in the way Sourav Ganguly or Meesho hoped.
Meesho accepted the mistake and said, "Dada hits with a 6, so. Dada's mishits still result in a 6."
Similar posts were also posted by Deepika Padukone and Kapil Sharma, among other celebs. Each tweet included the hashtag "Trailer Out 4th Sept," maybe a hint that Meesho planned to make a big announcement that day.