Got a grouse? Complain on social media. Which is what Sachin Tendulkar did today.
If that rare public outburst from Tendulkar wasn't enough, British Airways' response (presumably template) riled up his fans further.
Cue Twitter meltdown.
Some noted the unlucky date.
Others wanted more than just the baggage returned.
Prominent Indian politician Omar Abdullah also had a suggestion.
Others referenced a famous person who said she hadn't heard of Tendulkar.
British Airways soon became the top trending topic in India.
There could be some comfort drawn from the episode.
What could we learn from this incident?
The last word goes to...