 Jasmine Kaur wasn't trying to go viral. This was not a phrase coined by some copywriter. This was just Jasmine Kaur being Jasmine Kaur trying to sell her Salwar Kameez pantsuits to her Instagram audience. And it clicked, probably because she wasn't trying hard to be funny. At first, I rolled my eyes and I suspect that many of the people jumping on the bandwagon from Padukone to Nick Jonas were doing the same.