At 9pm, on 31 December 2016, as their systems were flailing and their users were having a hard time, the founders of social app ShareChat were feeling strangely validated. More than 700,000 Hindi, Telugu, Marathi, Gujarati, Punjabi and Malayalam speakers had turned to the platform to wish each other and look for greetings and GIFs to wish friends and family happy new year. The traffic was so heavy the system crashed.
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