The Phone, The Ad, and The Jeans

By Niyati Mehdiratta

My mom was right (as usual), it is the damn phone. It’s the phone’s fault. And my sister’s. And Instagram’s. It's still in my head, playing on loop with only half of the lyrics because I still don't know the rest. 

It all started 13 days ago. I was studying for my exams when my younger sister came up to me to show me an advertisement, of all things,  by a jeans brand in collaboration with some girl group.

I didn't know the brand, or the song, or the girls, but here we are.

At first, the song was just a catchy tune, stuck in my head. Then, it turned into lyrics (half gone, mind you) and a proper beat.

At this point, I could probably qualify as a psychiatric patient who is clinically obsessed with “my milkshake brings all the boys to the yard.”

 I mean, it's normal to start singing (or rather, blabbering nonsense with a slightly similar tune) in the middle of studying, right? Right?

Oh well, even if it  isn't,  it's not like I could stop. And I’m pretty sure  that I’m not the only  one who this jeans ad has a chokehold on. Atleast… I hope I'm not.

Here's another thing: I listened to a song by the girl group that performed in the advertisement. Bad idea. Now, I have two songs running simultaneously in my head.

People say that “I couldn't escape the nightmares” or “I couldn't escape the memories”, my friend, I could not escape the noise.

Imagine the same song(s), playing on repeat, stuck in your head, for over thirteen days.

You know what they say, “If you can't beat ‘em, join ‘em.” Following that piece of advice, I am now part of a cult. What kind of cult, you ask. A cult full of people obsessing over the same girl group, the same song and the same advertisement.

But, I guess it could have been worse. Instead of a song stuck in my head, I could have been addicted to screens. Oh wait, I am. Nevermind, what I’m trying to say is, it is what it is and it is (hopefully) not too hard to get a song out of your head to which you don't even know half the lyrics.

By Niyati Mehdiratta