Rationally, I decided I would check out the video and hold off my opinion. Maybe, just maybe, this was not as bad as I thought. It was worse! The Noori brothers, both thirty somethings, respected artists who make edgy music and dare you to not appreciate them for telling it the way they want to, are playing out this generic boy meets girl love story centered around an ice cream cone! Ali Humza, by the way, who is recently in the process of getting married, and to whom I honestly wish a very blessed married life, playing out an ice cream cone romance with some random model in a video that’s being released around his nuptials! I realize that there is an element of fantasy and the intent is to capture the lovesick ice cream lovin’ teens out there, but am I the only one who finds the timing distasteful?

So somehow I moved past the bad taste in my mouth and thought hey, maybe the song is redemptive. Maybe they’re managed to bring out an edgier, grungier side to cornetto. Not so much. The watered down generic sound and lyrical content that follows is the type that if you closed your eyes, it managed to make artists as musically diverse as Jal, Call and Noori all sound alike. If this was the genre of music Noori wanted to stick to, why bring up our expectations with a more adult and grungy sound post Suno Ke Mein Hoo Jawan? Why not stick to the same old formula that won them all the teenybopper fans back when their first album came up?

Now while I can appreciate the reality that yes, it’s tough out there in the music world and it takes money to make a good video, get good sound production and therefore create a good album, it is also a fact that the hardest thing to get in this business is not a recording studio, nor even to sell your album to a record label: it’s to earn the respect of the fans and critics alike for your artistic integrity. Was it worth the money Cornetto coughed up? Who cares if you took two steps forward then three back, as long as you made some money to fund your next album, right?