So, these guys seem to be popping up all over the TV nowadays. You know the ones I mean, right? ‘New Age’ men like Farhan Akhtar, Arjun Rampal and Arunoday Singh, in ads for watches, cars and the thing that dare not speak its name, i.e., whisky.

They can be identified by certain features. They either have those odd voices - Mr Akhtar’s pre-pubescent, lispy crack, Arunoday’s lofty sweetness - or they don’t speak at all, a la Arjun Rampal roaming around the winding roads of Perugia or Korogyoldal or some picturesque European town, looking tortured and inscrutable.