Why this kolaveri di

The title of the post is simply to substantiate to Gils , Zeno and other  experts that I am "tuned in" ! In case you are still flummoxed, then that is clear proof that you simply aren't up to date with the "in thing" !! Why this kolaveri di is a completely nonsensical song that for reasons totally baffling has become a massive rage and has gone viral in the last four days. Since world success these days is measured in terms of number of views in YouTube (1.8 million in 4 days and rising by the minute) and insane numbers of Tweets,  Facebook mentions and likes ; it can be conclusively established as a massive hit. I am reliably told that it is competing with another equally baffling entity called Lady Gaga for global leadership.

The song is in "Tanglish" - the curious mixture of Tamil and English which is widely spoken in Madras. It is from a forthcoming movie called 3 (zero marks for creativity in naming a movie). The lyrics are complete nonsense and there is virtually no reason why it should appeal to anybody. And yet it is a hit in four days. WHY ????

This is the mystery of success in consumer marketing. No amount of consumer insight or market research will tell you why something will succeed while a similar thing bombs. The consumer continues to be an indescribable mystery. Many pundits will write treatises on why it succeeded, but after the event. Only a rare genius such as Steve Jobs, could confidently predict success, and get it right. That's why he is so highly feted.

Can anybody tell me why Justin Bieber's Baby should have more than half a billion views on YouTube (the kid can't sing for Gods sake).  And why Charlie Bit my Finger was long reining as the top watched video of all time and even now is a respectable 6th with some 400 million views. Or for that matter, why a yucky tasting syrup, developed as a patented quack medicine for  morphine addiction, dyspepsia and impotence should become the largest consumed drink in the world for 100 years.

Who can fathom the mind of Rajalakshmi, Wang Xiao or Jane Doe ?

Comments

Post a Comment

Popular posts from this blog

The Business March 6th, 2013: The “OMG you’re a Pisces too?!?” Edition.

Image
The Business staff Astrologer (full time, executive position) has cautioned us that gathering this many Pisces in one location could be an attempt by the stars to assemble a monstrous VoltronFish that would terrorize the world.   Mainly by being really moody and sensitive, but the world would put up with it cause it would have a creative spirit.    Warnings of monsterfish from the 12 Sign aside, we are gonna party Business style to celebrate the birthdays of regulars Nato Green and Caitlin Gill, as well our guests, Keith Lowell Jensen and Johnny Taylor!! Johnny Taylor uses sharp wit, and off-beat sensibilities to communicate his sometimes tragic life experiences in a hilarious way.   He has opened for some of the biggest names in stand-up comedy, including Robin Williams, Bobcat Goldthwait, Brian Posehn, Wayne Federman, and more.   They all wish him a very happy birthday.    Keith Lowell Jensen has found a very unique niche in comedy. He is the non-po...
Read more

Inquilab Zindabad ? No ! _____ (fill in the blanks) Murdabad .

Image
What is common between a park demolition and a raise in bus fares. Well, something profound , I believe. Because in the last one month, I dare suggest that these were the two most important events in the world (NSA be damned ; as if that was a surprise) The park issue was the first and it happened in Istanbul, Turkey.  The government had planned to demolish the Taksim Gezi Park and use the space to reconstruct the historic Taksim military barracks. About 50 environmentalists occupied the Park in protest. The police , predictably evicted them. That snowballed into massive nationwide protests and a huge Occupy Taksim Square movement started.  The issue of demolition of the Park has now given way to a protest against all sorts of unrelated issues and drawing crowds numbering in the tens of thousands. It is now an anti government protest without a coherent theme or leaders. A big section of the population is just protesting without a clear understanding of what they are protesting...
Read more

A matter of grave import to the nation

Image
The Hon'ble Supreme Court of India is a very esteemed body and is concerned with matters of grave constitutional importance, on which hinges the future of this nation of 1.2 billion people.  Therefore when this august body makes a ruling, we should take it very seriously and comply. It also goes without saying that the Supreme Court only rules on extremely weighty matters and does not lend itself to trivialisation. It is therefore very clear that the removal of sun films from car windows is one of the most important and pressing of issues that confronts India today. The Supreme Court has ruled, after intense deliberation, and careful consideration of legal issues that pasting a sun film on your car window is illegal . That it has devoted its valuable time to this, while it is suffering from a massive backlog of cases is enough evidence that this is an extremely grave matter. A very concerned citizen of India, Mr  Avishek Goenka (it is completely untrue,  that the aforesai...
Read more