In answering the old riddle, “What's the difference between a legion hall and a Viagra commercial?” pharmaceutical giant Pfizer recently included the image of a sardar (a bearded, turban-wearing Sikh) in a major ad campaign extolling the borderless virtues of the boner. In the spot, men of various nationalities go about their morning rituals with mile-wide grins, with the sardar singing gleefully in the shower. Seven Oaks staff contributor Tejpal Singh Swatch, himself a member of the bearded diaspora and pop culture devotee, has waited since childhood for the appearance in the mainstream of a familiar face. We sat down with him to discuss an emotion which, until now, Viagra had only brought to women: dissatisfaction.


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