Did India Today know the cover of its latest issue would spark such a sensation? The cover, tweeted out yesterday, shows yoga guru and formidable FMCG entrepreneur Baba Ramdev in a version of the Prasarita Padottanasana, (a jaw-dropping tangle of arms and legs to the uninitiated) and carries the tag line: “How Baba Ramdev discovered commerce and turned spirituality on its head to emerge as a political, economic and cultural super brand”. Baba’s bearded face peering out from between his legs caused vast amounts of merriment on Twitter. Folks wondered about his “anti-gravity" beard, standing proud and erect even though his head was inverted, and the image itself quickly became a hilarious meme. So you had Baba Ramdev in his yogic pose leading a pack of Indian Air Force fighter jets or blasting into the sky like a rocket and much else. The hilarity notwithstanding, it was clearly a lot of eyeballs for India Today’s cover story.