At the beginning of the rally of December 27, 1998, the crowd hoisted the American company in effigy. During the rally they pummelled it with schoolmaster's canes, reviled it with verbal abuse and violent gestures, and finally doused it in gasoline. At the formal conclusion of the rally, they set the effigy ablaze. The cheering crowd remained there, chanting loudly and throwing fuel on the fire, for nearly an hour. When traffic finally resumed, it crushed the embers of the fire into ashes and dust.