Branded tap water?

Even as municipal tap water is claiming lives in many parts of India, the local government authorities of the Italian city of Venice have been campaigning to get its residents to abandon bottled water and drink "branded" tap water.



They have taken a leaf out of the advertising playbook that has helped make bottled water a multibillion-dollar global industry, and have invented a lofty brand name for Venice’s tap water, Acqua Veritas, and created a sleek logo and emblazoned it on stylish carafes that were distributed free to households.