Wednesday, January 2, 2008


-by Roto Chobin

You may have seen this advertisement in a newspaper or magazine or on TV. What was your first reaction? …Remarkable? …Splendid?

Let’s see what happens to this ad if we tweak it a little bit to suit the real McCoy.

They really perform a lot of miracles.

And they play a big part

in choking drains.

Each time a consumer throw an empty bottle

they don’t give a damn,

‘Cos they can produce a thousand bottles

to replace it.

I’m terrified of rising junk – each moment.

And it’s going to give us,

a lifetime of headache.

No doubt, they are magicians.

As they can sell their cold drinks - even to Eskimos.

And they can even create a mountain...

…a mountain made up of cans & bottles.

For one little second…

Can you drop the idea of making monies?

Now, see this…

Is it awful?
…Or is it artistic?


The motive of posting this piece is to sensitize the entire Food and Beverage Company that polythene and plastic wrappers and containers are doing more harm than good to eco-system. If they cannot use bio-degradable materials to pack their products, then they need to provide an alternative to the consumer to dispose these unsafe things in a proper way. To give alms in charity and cleaning up a few places where the Chief Executives usually hold meetings doesn’t imply that they had fulfilled their CSR – they really need to become socially responsible corporation. The mounting of non-biodegradable garbage at every loci attest that FCMG Company has lot to do concerning environment.


  • AG

    When I received this comment on 'Collateral Damage' in my mail, my first impression was,Hey! I didn't activated the comment moderation for this post, only to learn after reading the whole post that speachmaker had mailed it, as his post wasn't accommodated in the comment page? So here it is unedited

    this one made me look back at the evolution of societies. just like they say that India's economic growth has taken place with services flourishing without first going through a phase of Industrial Revolution.

    what i was wondering is whether it is possible for human beings to actually appreciate the facts without going through the experience themselves, will it take us to go to the stage of ruin where america and euraop find themselves in to realise the damage we are doing?

    at the same time it is plainly logical that without the economic muscle to be able to support recycling-plants and the associated systems that go with it, we have to go through what the consumerist states are throwing to us.

    then again, didn't India just prove that services have grown without the real Industrial Growth which is the necessary sensitizing variable? hope remains...

    P.S. (somehow the comments page dint accomodate my long post so had to resort to mailing)

    yours truly,

    ...hope India would wake up to the damages that is being done to the ecosystem by the Food and Beverage industries in terms of non-biodegradable packing materials and enforce a strict rule to incorporate recycling of packing materials or disposing them off without affecting the ecosystem in their (Company's) CSR and hope this post wakes the Food and Beverage Industries to rethink what they are doing to the environment in their quest for making monies.

  • dhrugeese

    There is only one solution to this:
    1. base all production based on REAL, not fake needs. There is no reason why any of the products of a company such as Coca-cola must be sold anywhere in the world. The risks both to health for the consumer and environment at production sites are well documented.
    2. Any packaging is needed only when there is massive transport and storage required. Corporations and governments alike (eg. in the Public Distribution System) have an extremely inefficient way of hoarding and storing stuff. This is only useful for making money - procurement monopoly brings down the price while buying the raw material, sale monopoly raises the long-term price for the consumer.
    The only solution to this is to decentralise and localise both production and consumption.

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