On an otherwise ordinary evening, the sidewalks outside Bandra’s Rizvi Complex bore witness to the unlikeliest of brawls. Two girls, both aged around 15, threw punches and anything else they could find on the road—including dustbins—at each other. Close to 50 people, mostly teenage boys, had gathered there, egging the girls on. What’s more, they had all been invited there.

This was no spontaneous quarrel—it was a full-blown fight night, complete with a poster circulated on social media to invite people to witness the girls grapple with each other. Sources in the know about the clash said the teens were formerly best friends who had a falling out over a boy. But what prompted the girls, both of whom hail from affluent families and attend renowned schools, to take this fight to the streets and publicise it in such a brazen manner? One thing is for sure, there’s an audience for this kind of content—within hours, videos of the fight went viral on social media platforms, gaining hundreds of comments and shares.