But, like bow ties and watch-chains, fair fights had gone out of style while Mr. Kohlah wasn’t looking. The corporations handed out free samples, engaged in price wars, and erected giant billboards showing happy children with smiling parents, or a man and woman tenderly touching foreheads over a bottle out of which two straws penetrated the lovers’ lips. The dribble of new soft drinks turned into a deluge. Brands which had been selling for years in the big cities arrived to saturate the town.
Rohinton Mistry, A Fine Balance