Whether Tata Tea or Pepsi, the ads mock the work done by activists, reducing them to caricatures.
Pepsi was heavily criticised for coopting resistance movements for profit and using Kendall Jenner to evoke Black Lives Matter in its new ad.
The toxins leached into the drinks from the PET bottles they were in.
Sugary sodas are often seen as an innocuous product, a small part of our global consumer culture. Marion Nestle looks behind this façade in her book Soda Politics: Taking on Big Soda (and Winning).
The success of Aje is a lesson to Indian entrepreneurs who face challenges from multinationals. It could also serve as inspiration for those Indian companies that aspire to go global and find niche markets for their products.