The country is in admiration of the bravery of Wing Commander Abhinandan Varthaman, but his rather characteristic gunslinger moustache with mutton chop beard style has also become the talk of the town.
After his return from captivity in Pakistan, many Indians want to sport the 'Abhinandan style' on their faces in a nod to the IAF pilot's emulable bravery and courage, whose face had become the cynosure of all eyes in the last few days.
Many experts in the field of brands and image perception say the ace pilot has emerged as a hero and a "Brand Abhinandan" from the tumultuous circumstances under which he landed in Pakistan and returned to his homeland.
The social media is abuzz with "Abhinandan moustache style" and now many are hankering to sport it.
Ishwar Dayal, a Twitter user wrote, "I want a moustache like Abhinandan. Jai Ho."
Raunak Jalan, another user of the microblogging site, said, "Abhinandan's moustache will be the next styling sensation throughout India. Don't be flabbergasted by the fact when the barber asks you 'Abhinandan cut chahiye?'"
Brand Abhinandan popularity can be gauged from the fact that industrialist Anand Mahindra has tweeted a digitally-made sketch of the pilot's face showing just his hair and moustache in monochrome, with a message: "Welcome back Wing Commander. Your fellow citizens are the wind beneath your wings..."
Another user, @OnlyForMySelff, posted, "Dear Boys & Men of My Country.. Many of U might hv tried al kinda styles of moustaches especially Ranveer's Bajirao Style etc etc..Who al r now interested in keeping moustache like Our REAL HERO #Abhinandan ?? M sure You al wl look Super Smart if U do so. #AbhinandanMyHero (sic)."
Disclaimer: No Business Standard Journalist was involved in creation of this content