'So beautiful, so elegant, just looking like a wow!: Catchphrases have a life of their own. No one quite knows why one takes off, and another doesn't. What makes Jasmeen Kaur's video different is its sheer unintentionality. This was not a video that was setting out to be viral. It's not preconceived. There was no plan for it. Unlike Urfi Javed, she didn't have a marketing team or a manager plotting virality. Kaur was not an influencer.