See these ads -> Bisleri500 Angry bride, Bisleri500 Casanova, Bisleri500 Superhero

Tell me you didn’t find them disturbing. If you did, stop drinking this irresponsible brand, and if it can be helped, bottled water altogether.


Story of the bottled water

If not, let me shepherd out the outrage.
What do you think is the brand trying to do through these ads? Its a classic advertising attack on your current behavior.
Not all behavior change objectives are bad, but they always have a big responsibility – In your quest for increased usage/ preference, you don’t want to bring harm to a culture or people. I believe Bisleri has been tremendously irresponsible in multiple ways.

The behavior shift sought here is that from shared drinking to individualistic drinking. While traveling you would often see us Indians sharing a bottle, sharing food. Sharing is a big part of how Indians define themselves.
However, sharing is perhaps a newer value that India tried to inculcate in its socialist days. Deeper in Indian psyche is the notion of ‘impurity‘ – the impurity of low caste that might pollute your food/ drinks. In marathi the word for a vessel/ plate/ food item that is eaten/ touched by someone else is ‘ushta’. In Hindi, is it ‘zootha’ (false?) All local cultures have a word for this sense of ‘pollution’ of food when it is touched by someone of lower caste.
The socialist ideal sought to change this corrupt culture. The culture of sharing was born in reaction to the divisive culture of caste. And Bisleri goes and sabotages the whole 60 year exercise in undermining the caste structure.

See the reactions of all girls in the ad film. Then see this documentary – ‘India Untouched’. (Every Indian must see this documentary.)

 India untouched

What do you think now? What is Bisleri advocating? Why the outrage? why the slap? Bisleri is asking Indians to react strongly to anyone drinking from ‘your’ bottle.
I work in an advertising firm. Ads try to propel individualism further as it is usually beneficial for brand. But the objective here is not individualism only. The objective is the reaction – a violent reaction. 

Perhaps there is a slight distinction here. The purity sought here (consciously. Though subconsciously this ad will turn the wheels of caste) is not from a caste perspective. Its from the modern phobia of ‘germs’. See any westerner in India – how obsessively they drink only mineral water. They have a valid reason for the same, India is a large dumping ground and hence dangerous to their health. If you drink from tap in Mumbai, you might as well be drinking from sewer. It would be absolutely foolish for anyone to drink from open source water in urban India.
But what has happened is, carrying a mineral water bottle (Plastic) has become a ‘class symbol’. You would see idiots buying and then throwing the plastic bottles near the pristine Himalayan streams in Uttarakhand and Kashmir. Monkey see monkey do – Indian ‘aspirers’ see westerners drinking only from plastic bottles, and then mimic them blindly. (And then restaurants (the modern arbiter of class) use this wonderfully to their advantage where if you ask for tap water, the server would look at you quizzically – as if sizing you up. )

Bisleri is not trying to instill a new culture. It is taking a small culture of fear of these aspirers and then propagating it further.
Why is it always women who get angry in the film? Its not a coincidence. The pallbearer of hygiene and traditions, women are the early adopters Bisleri is after. There’s another insight about Indian women here. You won’t find as many Indian women traveling alone as you would foreigners in India. Why do you think that is the case? Yes, India is a despicable place when it comes to Women safety and hygiene. But how do so many westerners manage it, whereas so many urban Indians cannot? Why do urban women forever live in bubbles of their own? What does it say about us? Perhaps a debate is to be had later.

Finally, I come to the ecological aspect of this brand exercise. What is the ecological cost of a individual plastic bottle used once, shared never? Undoubtedly, the brand is trying to increase its usage – frequency and units (more people more often). So this translates to quadrupling of plastic waste. How is Bisleri going to do its bit to unclog Indian waste?

I believe brands must be taxed for the cultural costs, ecological costs that they outsource to tax payers. Right now the Bisleri500 bottle is priced at Rs. 10. Which does not take into account its ecological cost to Indians. The bottle will wound up in a sewer, clogging it, causing floods. It would stay around for thousands of years polluting the atmosphere. It is undermining traditional practices of water harvesting/ water distribution and even the traditional free tap water distribution systems. (Why do you think, these days so many of the public drinking water faucets are broken or tampered with? The local Bisleri dealer had nothing to do with it?)

Lastly, see the end of all the TVCs. Everyone is as if slapped into behaving in the new 3 step way. Isn’t it time, India slapped brands like these into behaving more responsibly?

P.S. – You might like to join this community started by a friend ‘Planet trash’. and also check out the cool venture called ‘waste ventures‘.

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