A Horrid Summer & The Art Of Staying Cool

I wonder if you have realised that this damn summer is changing the way we perceive life..

There was a time I remember well, a time I believed that the worst thing to happen to mankind was the geyser. It’s that man-made monstrosity that is brought into your own personal space, the bathroom! It is then left to hang there as the mute witness to your moments of tranquillity.

This is then followed by it being put to use and therein lies the problem!

For many of my generation who have grown up on watching Karen Lunel frolicking under a biting cold Kodaikanal waterfall with her bar of Liril, there can never be anything more exciting than cold water..

It’s a different matter that it also had Karen and her green swimsuit but It’s the cold water that is of concern here; believe me, It’s sacrilege to disturb this equilibrium with artificial heating devices since they can damage the basic wiring of your brain.

You can’t frolic under hot water for God’s sake.

Why don’t you understand that this isn’t about the waterfall !? It’s about the temperature of your shower and this needs to be kept at its lowest best.

Medically there are other proven advantages of cold water and more so, when you are suffering from high-grade fever and this was the hidden hypothesis am sure with the Liril Ad.

For those of you who haven’t had the occasion to enthral in this, watch
it here:

https://youtu.be/Vfl_oueUcMc

Temperatures soared each time you heard the ‘la…la la la la’..and it meant rushing to watch Doordarshan, only to get a glimpse of this scene.

Nothing sexist about all this, I can assure you. But Indian Television ( Read Doordarshan! ) had never witnessed anything like this. It was ‘much in your face’ and catchy at that; probably just what Alyque Padamsee intended to do with this brand communication.

Now, if you will permit me, to return to the subject of cold water or the lack of it, I can move on and share my continued woes on the subject…

It’s a horrid summer here in Pune and consequently, the water in every damn tap in my house spews only hot water. Really hot. And this isn’t good for the shower since it means you are sweating in the shower and out of it, all at one go.

You may as well walk the Thar dessert sans footwear then.

I have tried my level best to engineer a method to prevent the damn pipes from taking in the 42 deg C seriously, but they don’t seem to see reason with my argument. To be honest, no human being at home agrees either, but that is a different matter.

Something ought to be done about this involuntary heating business even if it means a law banning pipes that absorb heat and so on.

How am I supposed to take a shower and not imagine that I am under a waterfall in Kodai or whatever. That is the essence of life. Frolic we must!

I even tried getting a bar of Liril in the hope that it will soothe my ruffled sensibilities but the darn soap got hot as well. Life isn’t easy any longer and hence the increasing need for homo-sapiens like us to stay cool.

I am not sure what you are doing at this very moment but a prayer maybe a good idea. This may just evoke the sympathy of the Rain God’s if not anything else.

I for one will just drown my sorrows in a glass of my customary work elixir, spiced buttermilk, well chilled. Ah-men!

Jaisurya Das

Jaisurya Das

The industry affectionately calls him a Marketing Maverick; Known to be brutally candid with his writing as much as everything else, Jd is a much respected media and brand commentator whose prolific writing sees no boundaries.

Jd also consults in Consumer Neuroscience and Neuromarketing, both of which are integral to his brand interventions.
Jaisurya Das

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