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 ?