cooling solutions

sadhuji

Summer means keeping cool. The days of ice creams have melted into oblivion. Today, ice creams do not have much say in cooling solutions – the brands exist, each of them has an identity of its own. It appears that they are comfortable with whatever portion of business they have garnered. Probably, in their cases, the passion is unique; the relationship, a lasting one. Once you get hooked to a brand, it is difficult for others to separate the two of you. Unlike cold drinks where fickleness is more pronounced, one giant loses out on its clientele due to more attractive freebies on offer by its rivals.

Summer, anywhere, takes its toll in the form of release of water as perspiration. In order to compensate this loss, we increase our quota of the input of liquids, of which water is one. Whatever be the product, the ad spends on cold drinks invariably remain on top. They deal in big names that are presumed to generate big business. They strive to outdo one another in ideas. One of them has coined a new meaning for NRI, another feels that bubbles are permanent and will never burst.

Another solution to cool oneself is to look for comparatively cooler work and domestic environments to reduce heat generated losses. Options open to us are the air conditioned atmospheres. If all of us could spend the hot, sultry working days in centralized air conditioned surroundings, it would put out of business all those who swear by cooling solutions. Not just the ones who peddle cold drinks but, also, the ones who promote prickly heat powders, body soaps, hair oil and ceiling fans. It seems all of us possess powers to breathe out fresh sir that can, in turn, move the ladies stuck on the swings! Or, wean the unhappy and dis-satisfied wife away from her husband! Provided we pop the proper goli in our mouth, no questions asked! Ceiling fans that spread the cooling effect to every corner of the room are in the market with weird acronyms – no one is quite clear about what the alphabets in the acronyms stand for.

It seems that the best way to propagate such messages is through provocative dance numbers accompanied by appropriate jingles. Whatever be the product, a show of skin is akin to a show of strength.

A different genre of read –
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