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On 3 March 2008, in a popular TV show, Sanal Edamaruku, the president of Rationalist International, challenged India’s most “powerful” tantrik (black magician) to demonstrate his powers on him. That was the beginning of an unprecedented experiment. After all his chanting of mantra (magic words) and ceremonies of tantra failed, the tantrik decided to kill Sanal Edamaruku with the “ultimate destruction ceremony” on live TV. Sanal Edamaruku agreed and sat in the altar of the black magic ritual. India TV observed skyrocketing viewership rates.