Summary:
By Shivaji DasguptaGURUGRAM: In the skies of India, Vistara is the only airline which insists that my four-year-old son fastens his seatbelt. This is a set of actions taken by a brand to make us consume responsibly, for the sake of safety, health and societal equilibrium. This is exactly why QSR (quick service restaurant) chains will not issue anti-obesity portion warnings, or automakers will not urge restriction of speed limits in Indian conditions, thus squandering valuable lives in the process.Which is where the Seatbelt Test comes in. In this scenario, responsible consumption must become the self-imposed agenda of the brand owner, and not determined only by the statutory regulator, business policy or self-control. The illustrations above are merely beginnings, and with the fine interplay of technology, their potential can be fully realised..