It was a normal day and I was minding my own business on Twitter, checking out the latest outrage, Modi’s speech to another Indian diaspora and wondering how a man like Shirish Kunder, whose tweets are so funny, could make a movie like Joker. That’s when I made the worst decision of the day by clicking on a YouTube link of Sonakshi Sinha’s latest 'Aaj Mood Ishqholic Hai'.

Frankly, the video is more ill-advised than papa Shotgun’s constant jibes at the BJP hierarchy. Because what followed was a sound which was more annoying than a sack full of cats being hit against a wall. If this is rapping, Tupac Shakur must be surely turning in his grave, wondering how anyone saying things faster than normal is now considered "hip-hop".

Next time someone mentions the 'Intolerance' word, all you have to do is point them to this particular travesty as a testament to the nation’s incredibly high tolerance level. I mean, there are good music videos, bad music videos, music videos designed to cause outrage, music videos which exist simply to boost the overinflated egos of stars who believe in their own hitherto undiscovered (and mostly non-existent) talents and then there are things that should never be made. This video firmly lies in the last category. It actually makes Priyanka Chopra’s 'In My City' sound like a real attempt at music.

The lyrics are as insane as they come, a hat-tip to Bollywood’s continued obsession with making up words around love and alcohol like "Ishqholic" and it’s no surprise that Sonakshi’s boyfriend in the video doesn’t want to hang out with her. I wouldn’t either, if my girlfriend put a bag over my head and forced me out of my own house!

All in all, this video, along with movies like Dilwale, is the symbol of arrogance that exists among our movie stars who seem to live under the impression that the masses will lap up anything they do, as long as it has a star's name attached to it. It’s as if the entire industry is insulated from reality, believing the inane adulatory hashtags on Twitter and congratulating each other over their products of mediocrity. In fact, it seems like it’s all part of an elaborate con-game since Dabbang was a hit, as Bollywood’s denizens try to up each other by seeing how much money they can make off well-marketed duds.

It’s time Bollywood celebrities realise that the audience is sick of their shallow products. They are, to put it simply, just over-glorified versions of the Emperor without clothes, or to use a more modern-day example, Gurmeet Ram Rahim Singh Insaan.