Being social

Publicity during initial public offering and listing of shares is tightly regulated. But the listing of a demerged entity of Max India took the social media route, even as regulations are yet to recognise such a path. #MaxIndialisting became a Twitter trend on Thursday with tweets such as this one: "Ts Choudhary @TheKhullaSaand, so @MaxGroup has been listed in NSE and BSE. This is some news to wake up to. Yayy! #MaxIndiaListing." Ironically, despite all the euphoria on Twitter, the shares ended in the red on the first day with a loss of five per cent.