Fuelled by a media feeding frenzy the likes of which has rarely been seen, 'Sania Mania' is currently sweeping the country.
Always hungry for the next big thing, the maniacal 24-hour news channels in particular have been outdoing themselves in trying to extract every last drop of trivia from one of Indian sport's most charming stories.
It certainly makes for a nice change from the pack-rat mentality of the media chasing after every tidbit involving cricket and cricketers. Then again, how justified is it?
Sania Mirza is a wonderful talent. While girls of her age (18) have been busy building up Grand Slam portfolios, Sania has just managed to win her maiden WTA (Women's Tennis Association) title-mind you, not one of the major events on the circuit. What made it all so remarkable was that it was played out in front of her adoring fans.
Sadly, not all of them were that adoring. Media reports have painted a grim picture of the sizeable 'goonda' element present who enjoyed the free entrance and generally made a nuisance of themselves. One newspaper carried an agency photo of a ball-boy grabbing a plastic water bottle thrown at Sania on court after the final.
It is this ugly side of things that has forced her parents to request for and receive from the state government two bodyguards, also known as 'gunmen' or 'Personal Security Officers'. The sicko stalkers have struck and she cannot move around her own city in peace any more. It is the price of fame, no doubt. But Sania, after all still a teenager, surely must not relish having these guys trailing her 24 hours a day.
It was only last month that she made it to the third round of the Australian Open in Melbourne, giving a tough fight to former world number one and eventual champion Serena Williams.
That led a newspaper-at one time one of the best in the country, now the pits-to take the moronic move to appoint her as front page editor for one day!
Sania is a marketing man's dream-she is young, talented, pretty, personable and media-friendly. That flashy nose ring rounds off the glamour image. And this is where a part of the danger lies. Over-exposure and image-making could soon burst the bubble if she and her advisors are not careful enough.
There is also the lurking threat of career-threatening injuries which has resulted in burnout for many former female tennis teen sensations. In fact she played the Hyderabad final with a heavily strapped thigh and injured ankles which forced her to take painkillers.
The other danger is in various groups ex-appropriating her for their own causes.
It should be remembered that Sania first and foremost is a teenage tennis player.
Let us enjoy her tennis, savour her exploits and respect and appreciate her talents. But for heaven's sake, let us not get carried away and go overboard.