In reel life, when things go wrong, the director takes recourse to a re-take. Then there are the stunt-men, who stand in for the hero when the going gets tough. In real life, there are no such provisions. Which is why it is time to take to take serious note of the way in which the real problem of multiple pesticide residues in soft drinks is being sublimated into make-believe by contract-laden film stars
IN REEL life, when things go wrong, the director takes recourse to a re-take. Then there are the stunt-men, who stand in for the hero when the going gets tough. In real life, there are no such provisions. Which is why it is time to take to take serious note of the way in which the real problem of multiple pesticide residues in soft drinks is being sublimated into make-believe by contract-laden film stars.
The issue is a serious one. It deserves serious response. Yet what have the marketeers (derogatory sense intended) and their cohorts done? They have yoked apples and mother's milk to the worthy defence of dirty soft drinks. The test results are a deliberate conspiracy: a non-governmental organisation running on foreign money is undermining the nation's economy! Alarmist fantasies aside, why cannot civil society raise legitimate questions of public health? Is this the sacred duty of profiteers (dregatory sense intended)? The answer can only be a profane one: Yes, indeed. Since government is deep in slumber, for good health, only take heed of what the Rani Mukherjis, Aamir Khans and Sachin Tendulkars of the world advise.
So unfold truths from forked tongues. In their joint press conference, the cola majors publicly affirmed their products meet EU norms. But even approved government laboratories have found multiple pesticide residues in their products. Moreover, these profiteers are now canvassing politicians, columnists and industry associations to go for diluted standards. What bothers them, it seems, is how strict standards -- a guarantee of good health -- would actually compromise national interest, how small farmers and traders would be irremediably hurt. This make-believe posture is really alarming. For the first time in history, a global brand-name has become a patriotic Indian! So carries on the dream-merchandising. A spot selling orange coloured drink turns pesticide residues into mere monkey stuff. Another spot selling dark cola categorically denies the existence of toxins. But no one in the health ministry is bothered enough to send a rejoinder. What a joke! Products that have no utility value can only be sold with lies well told.
Anyway, could we now get a 'hot' Telegu actress promoting suicide among failed farmers? And, please, those 'I love Cancer' stickers must have very attractive colours!
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