A typical Indian ad for a motorcycle is never complete without daredevil stunts and buxom belles heaving in orgasmic pleasure as the protagonist takes off his helmet. On any given day, the dailies carry at least one incident of road accident involving a speeding two-wheeler. Are the two phenomena interrelated? I leave it up to you to decide.

On the other side, you also have benign advertisements that drive home the message without the bravado. I can particularly recall the Bajaj Avenger ad, where the hero rides through the scenic terrain of Ladakh, forgiving everyone from his father to the barber, ‘feeling like God.’ I don’t want to take sides here as to which company or brand does a better job of selling dreams. But I strongly feel that whoever is selling the dream, without inspiring someone—however unintentionally—to drive off the edge, is doing a good job.

The two-wheeler is as stylish as it is risky. In the past few years, the machines have become heavier and faster. The design of a bike leaves very less chance for the rider to walk away from an accident without any injury. Even at seemingly innocuous speeds of 35-40 kph, it is difficult to control the bike if the rider loses his balance. And unlike a scooter, if the bike topples over, it can crush the limbs of the rider. That’s why, it is not uncommon to see most Indian parents wave out to their young sons with a fervent hope that he comes home safe and sound.

Though marketers are not so heartless to endanger the lives of their customers, but unwittingly, some of them are inspiring youngsters to drive recklessly.

This phenomenon is not restricted to advertisements, or for that matter, only bike ads alone. You have had cases of kids leaping off buildings thinking they were Shaktimaan and breaking each other’s necks in a bid to emulate WWE stars.

So, where should marketers draw the line? The debate can go on and on. But in this case, I guess, biking ads can do with a little less of adrenaline rush.