Bill Bernbach, the most quotable of all the advertising Gods, once said, "It's not a principle till it costs you money.' It is only as an entrepreneur (I wish there was a less ostentatious word for this), that I fully understood the genius of that simple sentence. +

Every now and again, you meet a moral dilemma. They are the most troubling kind. Unlike the 'sambar daalke ya alag?' variety of dilemma. I'm talking about business opportunities that come with the faint, or not so faint, whiff of blackness in the lentils. +

We live in a grayscale world. Viewed through multi-hued glasses. A world where doctored and engineered have unflattering meanings. Forget about squeaky clean, nobody even seems to be scratchy clean. Even hallowed seems like a typo for hollowed. +

Shouldn't we take briefs at face value? After all, we are communicators, not investigators. Shouldn't we take shelter behind caveat emptor? Pass on the legal responsibility to the client and the rest to the customer? +

We are sloganeers and image makers, aren't we? Paid for our cleverness. Not for our, what's that word, scruples? That word is always a bit elusive. +