Venkiteswaran writes about the recent ‘public interest’ advertisements run in Television by Kerala State Electricity Board and digs on the deeper issues.

There is no doubt that the domestic consumer needs to be extremely careful and diligent about the use and abuse of power. What are made ’secondary’ in the process, are the more crucial and wasteful instances of the electric abandon manifested at our religious and other festivities, the all-too bright and conspicuous waste by and in commercial complexes, and by the transmission and distribution machinery and mechanisms of the Board themselves. And, what are the priorities the ads thrust before us, and more importantly, why do they target women as ‘the’ irresponsible squanderers at home?