Until the 90s, Indian television and print ads were not allowed to feature foreign fashion models. The Economic Times covers the new trend  in Indian advertising industry.

The fetish for foreign skin is all across product categories. Switch on your TV screen and you may find Katka in a Maruti Zen ad, Liya in a Citizen ad, Kora in Tanishq and Wills Lifestyle ads, Ilene in a Lakme ad, Francesca in Emami and Bacardi ads, Agnes in Trendz ad…the list is endless. You may not be familiar with their names but the chances are that they may have inspired you to buy the brand they are endorsing.

Brands that can’t buy professional  models like Yana Gupta (a Czech  model based in India) are trying to get in the game with whoever they can afford.

A leading Mumbai-based model coordinator says, "Those who can’t afford the likes of Yana Gupta settle for blondes from Ukraine and Russia who are in India as students or tourists or even part of some international dance troupes. They are available for as little as Rs 2,000 only for a day’s shoot."

(Rs 2000 = 45 US$)

While some brands want to show a western face, others prefer western models who can pass off as Indians.

Liril TV ad demanded a very careful treatment to make it look classy and sensual. We used South African models who looked like Indians. But being South Africans, they were able to emote and act as we wanted which may not have been possible with Indian models. There is a complete contrast in the body language of Indian and foreign models when it comes to exposing and portraying sensuality."