In 2006, the New Delhi-based Centre for Science and Environment (CSE) published a damning report on the presence of banned pesticides in colas. The Indian media, by and large, went easy on the two cola brands – Pepsi and Coca-Cola. The allegation was serious and the implications far and wide. Yet, the cola companies, the opulent advertisers that they are, tided over the crisis with consummate ease. One of the many reasons for this was that news media establishments steadfastly refused to push...