Foreign Invasion in Modelling

The Indian modelling circuit is feeling very bitter right now. Not only has the lack of work brought new lows in price undercutting but it has also initiated a divide like never before. The seniors are on their way out and companies are looking at fresh faces. But the scrawny and new models, with less experience or low power for brand enhancement, are not the preferred ones. Instead, the cream of advertisements is now going to foreigners as more and more of them are now pouring into India.
The sudden influx of the tall, slim and sexy goras with just the right vital statistics to make it in the international arena has flummoxed several Indian models, especially those from the senior bracket. At least three to five foreign models replaced their Indian counterparts at the Lakme Fashion Week recently. The phirangs have bagged prestigious trade assignments with Indian movie stars like Shahid Kapoor, Hrithik Roshan and John Abraham. They have been show-stoppers at the fashion weeks and are raking in relatively more money than their Indian counterparts.
18-year-old Heida, towering at 5’10” has flown down from Iceland and is on a roll right now having done the Fast Track Sunglasses campaign with John Abraham. Having modelled for about nine years, she came to India in August 2005 and has never been out of work. “We shot the Fast Track campaign in Thailand,” she says, adding, “I am aware that Indian models do not like foreigners getting into their arena but we do it because we get work. If there were no work for us, why would we even come here? Obviously, we are wanted,” she says.
Tereza Cichrova from the Czech Republic also stands tall at 5’10” and has been in India for the last six months. At 25, with a decade of work experience behind her, Tereza has travelled to countries like China, Turkey, Italy and South Africa for work. An urge to explore the Indian modelling scene brought her to India. “I love India and there is lots of work, for everyone. I don’t think anyone will get work that he or she does not deserve,” she says. Isaac Zaoui, a 6’2” model from Israel has become a rage in the last few months with several big companies and advertising agencies clamouring to have him in their advertisements. The Parx Raymond campaign did him a lot of good as did some more assignments in India but he does not agree that the foreign models are gnawing at the Indian modelling pie. “The big Indian models get all the good jobs. It’s a myth that foreigners are taking their share. There is a lot of work here—big industries, multinational companies and two fashion weeks four times a year. But let me tell you; it’s the same situation everywhere in the world, even in France,” says the good-looking hunk.
But the resentment remains as he opens up further. “There is a lot of politics in India. Agencies or advertising companies push in their own people. I have worked with the big names of the industry like Sheetal Mallar, Muzamil Ibrahim and cricketer Yuvraj Singh. So thankfully I was saved,” he says. Half Afghani-half Pakistani Owais Khan threw his charm along with Saif Ali Khan in the Lenova advertisement followed by a string of television commercials like Lifestyle, Toyota Corolla and Sony Ericsson. “I have worked in cities like London, having done the London Fashion Week, New York, Spain and Dubai but the scenario here is very different from what I am used to,” he states.
Vida Samadzai, former Miss Afghanistan, who took to the glamour world in 2003, says, “Foreign models are definitely being accepted here and I have not faced any problem from the Indian models directly. International models are the current toast because of the different look and our well maintained bodies because of which we can walk on any international ramp. Indian models do not maintain themselves. They have no abs and they walk around with heavy bottoms. I don’t know why Indian models complain against us. We are not even paid more than them,” she says. At the Wills Lifestyle Fashion Week, however, Vida faced an embarrassing moment when five minutes before the Deepika Govind show, she was told that she could not walk the ramp as the lead model but could accompany Deepika for the final bow. “They said I did not have the right visa. I have a business visa but they said it was not enough. I feel there should be one set of rules. If I was working before and after the Deepika Govind show, obviously there was a misunderstanding somewhere at Deepika’s show,” says the stunner who’s done a lot of charity work in India and even a project with actor Viveik Oberoi.
Amy finds the money factor totally non-motivating to stay back. “Earnings in India may be higher than Korea but it’s much lower than what we could get in Thailand or Malaysia,” she points out adding, “Mumbai is too intense and challenging a city. I might be around for six months but not more than that.” Melissa Mehra may sound an Indian name but the pretty lass got her German mother’s good looks and flawless skin. The face that adorned designer Rocky S’s print campaign and walked for quite a few designers, says, “Yes, I am aware that foreign models are not liked locally but I am yet to come across any such situation personally. That may be because I have not been here for very long.” Melissa’s claim to fame in the short span of two months that she’s modelled so far is the Hide N Seek advertisement with actor Hrithik Roshan that’s currently on air.
Seema Devi Singh Khinchi, director, Leaping Frog, India, says, “Foreign models come to India purely on demand. Maybe it’s unfair to the Indian models but why don’t you view things from the company’s point of view? They might be of the view that a foreign model may be able to do better justice to their product. Indian models should also try their luck abroad.”Surprisingly, in spite of the demands generated and the craze for white skin being on the rise in India, foreign models do not stick around for more than six months. Money is one reason but it’s also factors like unpunctuality, traffic, heat and the spicy food that does not allow them to anchor in India. Rose Dawn who’s half Indian has never modelled before but is still finding it a tad difficult to adjust to the Indian environs. The 5’6” model who did a cameo in a Harry Potter flick besides campaigns for HP Computers, Ayur Skin Cream and Rediffmail says, “I am not new to the Indian culture or food so possibly I will not face problems,” adding, “I am going to stick around for some time.”
Owais finds the lack of professionalism extremely frustrating. “I am thinking of moving out and it’s only a matter of six months to a year. It’s hard to stay in a different country all by yourself and if you want to make friends with the models here, it’s not easy. I am in direct competition to them, in their territory. Often I feel they get threatened due to my persona, approach towards work and looks,” he says. Vida feels that the lack of professionalism is not acceptable to professionals who are used to the organised way of working. “Punctuality is very important but nobody here cares about the time factor,” she says, adding, “It puts off a lot of people who come from the international arena,” she says.
However Tinna, who has endorsed Levi’s and Kwality Walls, adds the positive dimension. She says, “The working culture in India is very conducive to models unlike Europe and America. Here, models can be very vocal if they don’t like the make-up or hair. But elsewhere, models can’t go against the organisers or make-up artists who decide the look.” Heida agrees, “I agree about the low payment but then we get so much work that it’s compensated.” This trained ballet dancer and singer has worked in campaigns for Tanishq, Medimix and Nokia.
The incident about drugging and raping a South African model had sent shivers down this community sometime back. But the girls have become aware and alert ever since. Vida says, “I am often approached by people who want me to come into the car for story narration or who give me strange looks. They want me to go for lunch or dinner with them. But I draw the line. I discuss shows and assignments only at the office,” informs Vida, who has recently signed on the dotted line for Akbar Khan’s Faraar and an untitled film about an Afghani girl. Incidents like these are really disturbing but you do have to be aware of your surroundings.” Tereza adds, “I have travelled extensively and know very well how to handle such people.”
As the world shrinks to a global village, it’s high time that the Indian modelling industry welcomes such talented beauties into its fold; after all, healthy competition is always good.