How going viral backfired for a watermelon seller in Karwan Bazar

Mohammad Rony, a watermelon seller at Karwan Bazar, recently became a viral sensation on social media for his unique and entertaining sales pitch. 

"Oi kire! Oi kire! Modhu! Modhu! Roshmalai!" were the catchphrases he used to humorously compare his watermelons to honey, sweets, hilsa fish from the Padma, and even thunder. 

Rony's energetic approach and infectious personality quickly grabbed public attention, making him an instant online phenomenon.

As his videos went viral, people from all walks of life began flocking to his shop. From curious onlookers to journalists, content creators, and even brands looking for promotional opportunities, Rony became a symbol of social media success. The internet buzzed with his name, and his Karwan Bazar shop saw an influx of visitors eager to witness the viral watermelon seller in action.

Rony has been selling watermelons for over 10 years, following in the footsteps of his father and grandfather, who were also watermelon vendors. 

"My father and grandfather sold watermelons. They have passed away, and now I carry on their legacy. I grew up watching and learning about watermelons from a young age. I can tell which one will be pale, which will be red, and which will be sweet. I enjoy describing them with different metaphors, and it brings joy to me and to my customers," Rony had told The Business Standard earlier.

Given this context, one might assume that Rony's business has boomed after going viral. However, the reality turned out to be different.

When we visited his shop in Karwan Bazar on 19 March, we were surprised to find that Rony was not there. It was not that his sudden fame had changed his fortunes and he had quit the watermelon business. Instead, he was forced to go on a break, overwhelmed by the sheer volume of people and the mental toll it had taken on him. Rony had taken a break from work and returned to his home in Bikrampur, unable to cope with the stress and pressure from the viral fame.

However, we spoke to Rony's younger brother, Mohammad Rocky, who explained that Rony had been under immense mental stress due to the excessive crowds surrounding the shop every day. 

"My brother was completely fed up with journalists, vloggers and TikTokers. People would come and spend several hours surrounding the shop. They wouldn't buy watermelons themselves, nor would they let actual customers get in. It annoyed him," Rocky shared.

Usually, Rony used to buy stock worth around Tk1 lakh and sell it over the course of five to seven days. However, due to the overwhelming crowd, many of whom were there only to take pictures or make videos, Rony found himself unable to sell the watermelons as usual. As a result, he ended up with a significant loss.

When asked whether Rony had earned money through his viral fame, Rocky gave a disheartening response. After his viral rise, several companies approached Rony for advertisements, offering him a chance to promote their products. However, the financial gains from these deals were far from what Rony had hoped for. 

"A company promised to give him a mobile phone and took him to a store for an ad shoot, but in the end, they gave him nothing," Rocky explained. "Only Pizzaburg purchased some watermelon from him. Everyone else deceived him."

Despite the initial excitement, the promises made by brands and people hoping to profit from Rony's popularity mostly turned out to be empty. His viral fame did not bring any real financial benefit, and instead of helping his business, it caused more harm than good. The sense of exploitation and disappointment left him frustrated and worsened his stress.

Rony's case serves as a reminder that going viral does not always guarantee success — it can come with unintended consequences. His experience also reveals the downside of an oversaturated market, where everyone wants a piece of the action but few are willing to deliver on promises. 

It is a cautionary tale for those who chase viral fame as a way to secure financial gain without understanding the complexities and potential risks involved.