In today’s consumerist, social media-driven world, only one thing matters — how big is your brand? Even Hindi movie villains know that. In Gabbar Is Back, the baddie is a murderous tycoon named Digvijay Patil (played by Suman Talwar). He keeps declaring, to no one in particular, “I am a brand”. In the film’s climax, Patil throws this line at Gabbar, a murderous vigilante played by Akshay Kumar. Gabbar roars back: “Tujhse bada brand main hoon.” So it’s basically the cola wars, but played out by men who flare their nostrils a lot.