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Not quite heaven-scent

india Updated: Nov 20, 2011 11:31 IST

Hindustan Times
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The government certainly has a nose for this sort of thing. It has smelt a rat in suggestive deodorant ads and has ordered advertisers to either modify them or take them off the air. But we fear this will not serve to clear

the air in the scorching summer heat. In fact, we are sweating at the thought of a sharp decline in sales of deodorants and an equally sharp rise in the undeodorised. We are not sure that as we wilt in the heat, we can also withstand the perils of an olfactory assault. Now many of us are no strangers to fellow travelers and colleagues being unacquainted with such hygienic issues as using the right deodorant.

The trouble with the smelly is that the smeller, due to proper etiquette, is often unable to tell the former that they

are beginning to give off the odour of ripe cheese. Instead, most of us will put up a false show of heartiness and pray

that the olfactory offender does not get any closer. Well, let

us hope that if the ads are so malodorous to the government and that they are pulled out, the masses will read the weekly supplements a little more closely. For in them we can find

such gems as washing one’s sweaty bits with bicarbonate of soda to get rid of smells.

Now not everyone will take kindly to such practices and may decide that it is better to carry on and hope that no one notices the faint pong emanating from their personages. Or advertisers will have to change their theme and do away with the idea that smelling good attracts the opposite sex. It could come up with ads which reek of hygiene and concern for those in our vicinity. This may not send sales skyrocketing but at least will not leave a bad odour as far as the government goes. All we can say is that we hope all’s well that ends smell.