It was a case of mistaken identity early this week that got the Indian mass circulation newspaper, Ahmedabad Mirror, into deep trouble with Jacques Kallis's newest girlfriend.
They learned a bitter lesson and sheepishly apologised to Shamone Jardim, who was identified as Cindy Nell in their Tuesday afternoon edition.
Nell, a former Miss South Africa, is Kallis's ex-girlfriend and once came on tour to India with the country's premier all-rounder.
The Ahmedabad Mirror went into their archives and lifted Nell's name and a captioned picture, which landed on the sports desk but did not check whether Kallis was still with the same girlfriend.
They went into print and all hell broke loose the following day.
Jardim sought the editor of the tabloid, who was not in but returned her call later. He received an earful and was told in no uncertain terms how Jardim felt about being called Cindy Nell.
The sports editor, Tapan Joshi, apologised profusely for the "terrible mistake" and promised to rectify matters.
"We got it all wrong, apologies, lovely Shamone!" screamed the banner headline in Wednesday's edition of the AM.
Joshi added, "We got Kallis's beautiful girlfriend's name wrong and we had hell to pay for it. Our mistake, we admit."