A woman tragically died in a freak accident during a tug-of-war game when the mile-long rope pinged back and dragged her into a concrete barrier.
Masita B was participating in a world record attempt with 5,294 other people in Makassar, Indonesia, on Sunday when the tragedy unfolded.
The 1,540-metre-long rope recoiled, tripping Masita B up and dragging her down the tarmac, smashing her head into a concrete divider, causing blood to spill onto the road.
The woman's age was not published, however the cause of death was concluded as severe head trauma.
A video clip from the scene of the death shows Masita lying on the tarmac in a pool of her own blood as others around her scream in terror.
It is not clear what caused the rope to snap, as the tug-of-war had not even begun but some reports say it was a self-inflicted tragedy.
An organiser of the event told local media: "She was taking a selfie. She was holding on to the rope while taking a selfie. All of a sudden she was pulled."
But this report contradicts CCTV footage of the day which does not show anyone taking a selfie.
Some reports said 13 others were injured, but other reports say only three others were injured.
The news comes as the country has been rattled by a new law that criminalises sex outside marriage.
Last week, Indonesia’s parliament passed a controversial bill that also prohibits cohabitation between unmarried couples.
The law comes into effect in three years and could see people prosecuted if there was a complaint by a parent, spouse or child.
However, Bali’s government would ensure “there will be no checking on marital status upon check-in at any tourism accommodation, such as hotels, villas, apartments, guest houses, lodges and spas."
