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As a annual fan of that fake Indian-night-sky-during-Diwali-from-a-satellite pic, I was waiting for it infiltrate our timelines this year too, on Facebook, Twitter and Whatsapp. I even enquired if it has started, yesterday.

Then, a thought struck me. The recent Diwali video by Kit Kat made a cringe-inducing use of the same viral satellite pic as a crucial, fictional plot element. It was almost like the makrs of that video thought it’s a good idea to use a fake viral in their script and troll the entire country (so much for being a ‘trusted brand’) as if saying, “We do have a creative-representation fine print on the top left corner, but we know nobody will notice it and the joke will be on you… hehehehe”.

So, I took a screenshot from Kit Kat’s now-viral (?) video, added some text above to *clearly* indicate that the pic was from Kit Kat’s recently launched, one-womanned (as against ‘manned’) space shuttle.

Helpfully, I also added this was *really* from Kit Kat’s shace shuttle (it indeed was, from the video, right?) and since Kit Kat was ranked No.61 in The Economic Times India’s Most Trusted Brands 2014, one can totally trust the brand to put out something honest.

The point is, if they call it ‘fake’, that’d mean Kit Kat is not a trustworthy brand.

If they assumed the pic is real, the joke’s on them (despite so many obvious hints).

Right? So much for such obtuse, multi-layered sarcasm.

A few things happened, from the time I posted it in the evening, and the time I went to sleep, past 12, yesterday.

1. A lot of people just retweeted it or shared it on Facebook, with no extra comment. I don’t know if they got the sarcasm or really believed the pic.

2. Many wrote to me and started arguing with me that the picture was fake. I asked them to check the text above, but, for some strange reason nobody quite questioned the Kit Kat space shuttle part, while they were more than glad to go to great lengths in explaining to me that the pic is fake and that it appears year after year.

3. Many people don’t seem to have seen the Kit Kat viral video, leading them to question how viral it really was. Or, they perhaps saw it *and* totally believed the satellite-image-of-India-during-Diwali both IN the video and even otherwise. So, they didn’t notice anything out of place.

Quick, anecdotal conclusions…

1. People just don’t *read*. Or, they just do not bother to notice any details (no wonder ‘fine print’ in ads are so tiny – who cares, anyway, huh?).

2. The time people spend on something that appears on their social media timeline is incredibly fleeting. Brands perhaps have a hit or miss with anything they time consumingly put together – if it doesn’t evoke any reaction in say, 5 seconds, the window of attention is perhaps shut.

3. Sarcasm, as a form of expression, is a monumental waste on (most) Indians. Even if there was a sarcasm mark (or symbol), I presume people will completely miss it and still argue with the author.