The fever for foreign models in India picks up the speed: the names of European models can be found in almost every Indian advertisement.
The phenomenon is known to break out in the late 1980s, when Lisa Ray conquered the Indian fashion world. Now Yana Gupta follows her footsteps, having become one of the most prestigious Indian model.
There are several explanations for such a high demand of foreign beauties. First of all, a foreign model in the ad gives the brand an additional chance to become international, as the significant cultural differences make it harder for them to enter the European market with Indian models. Advertising industry is blooming, using the sensuality of the models, yet, it is difficult to be natural and sexy for native beauties. Foreign models are considered to be more professional and natural, without the number of inhibitions.
Priti Nair, executive creative director of Lowe, says, according to The Economic Times: "In recent times, I have used foreign models in ad campaigns for brands like Axe and Liril. Axe, Unilever's male deodorant brand, is an international brand. The brand is sold on the promise that the male doesn't need to seduce the female. The brand's campaign demands a certain level of sensuality. And foreign models are at ease with the gestures compared to Indian models who still find it difficult to do."
"There is a complete contrast in the body language of Indian and foreign models when it comes to exposing and portraying sensuality," he added.
Another reason is the advantages of filming ads abroad as hiring local models allows to reduce the costs of transportation. "Instead of flying the entire production crew along with models to international locations, it makes sense to fly just a small team comprising of key people like creative director and film director and hire the infrastructure, production team and models abroad. I remember few years back, I needed to shoot a TV ad. I did it in Prague as it worked out cheaper than even shooting in Kolkata!" shared Priti Nair.
"Moreover, the good models here, who are repeated so often, charge as much as the models abroad and this way we offer to our clients a unique package of models, location and lifestyle," added renowned fashion photographer Rony De Kaula.