New Delhi: 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 strategist Ramesh Tahiliani describes it as a rise of brand called ‘Abhinandan’ and the circumstances surrounding it has made him in fact a “Superbrand”.

“Patriotism and other emotions are running high at the moment. And if you ask anyone to imagine pilot Abhinandan after seeing him on TV or internet and ask what’s the first thing they remember they are likely to say his beard and moustache,” he said.

Mr Tahiliani says hearing about bravery now so many “want a piece of Abhinandan” as an act of emulation. “Now his courage and bravery in the face of such gruelling odds that ordinary men may not be able to emulate in real life. So they try to absorb some other qualities and in Abhinandan’s case, his beard is the most identifiable trait which now symbolises pride and valour,” he said.