Besides commercials, models also campaign for causes and show they have a heart

Besides commercials, models also campaign for causes and show they have a heart
VARSHA SHENOY

MUMBAI, AUG 26: They may be in most commercials. But life is not a big commercial for them. Of course, it provides them their bread and butter, and the occasional piece of cake too. But the sense of satisfaction that they have done their bit for the world comes not from selling shampoos, soaps or shoes but from campaigning for causes.

So, you had Aishwarya Rai requesting you to donate your eyes. Shahrukh Khan promoting the pulse polio campaign. Jackie Shroff urging people to observe road safety rules. Salman Khan as the mascot of the Cancer Patients' Association of India. Manisha Koirala championing the cause of `Save our Sisters', for the welfare of women forced into prostitution...the list would run into reels.

But now real glamour has set right in with cameras having turned focus on svelte models, next in the line to promote `cause concepts'. Like Aditi Govitrikar's comely figure covered in a hugging gown designed by Hemant Trivedi made entirely of fresh lettuce, screams `Go Veg'. Or John Abraham who campaigns for Ahimsa. Or Nafisa Joseph, the model-turned-VJ who alongwith MTV bakra Cyrus Broacha, campaigning for the Welfare of Stray Dogs (WSD).

Doctor-turned-model Govitrikar not only models but even urges people to renounce non-vegetarian food in a campaign for People for the Ethical Treatment of Animals (PETA), who have got no less than Jackie Chan, the martial arts star, to write in to the Indian Prime Minister for their cause.

Govitrikar reasons that it was a cause that was after her heart. ``Being a doctor as well as a model, I know that eating vegetarian food is the first and most important ingredient in keeping fit. It is powered with all the vitamins and proteins you need to be at your best''. And, then in keeping with the practice-what-you-preach dictum, the model has converted her husband into a veggie.

For John Abraham, it was his compassion for animals that made him turn to vegetarian food. ``I love animals. In fact, my entire family has been involved in campaigning for Ahimsa, an organisation for welfare of animals. I happened to see a new chicken farm outside Mumbai, the appalling conditions and treatment of the chickens got me thinking. Now, I'm a vegetarian and feel better than ever''.

Ditto for former Miss India and MTV veejay Nafisa Joseph, who spoke out for WSD because she loves animals. ``If what I do helps someone somewhere, I think it's time well-spent..It was a pleasure working with the pets''.

Jason Baker, coordinator, PETA India, says it is the model standards of fashion that do the trick. ``If the models endorse a particular cause, it will more likely be adopted by the people. In the West, models have made furs go out of fashion. By joining the anti-fur brigade, models like Kate Moss, Tyra Banks, Claudia Schiffer have halved the fur-sales in the last decade. I call them `Models of Compassion'. ''

Compassion or publicity? ``I believe in what I promote, but there are some who campaign for causes for the sake of publicity,'' acknowledges Abraham. Says Nafisa: ``I'm pretty open to campaigning for causes. But I would not campaign for a cause I do not believe in.''

Neither does Baker have problems with their larger-than-life images. He found both Aditi and John to be exceptionally co-operative. ``The shoot went on for long hours and even when they were thirsty or hungry they wouldn't order anybody around but fetch for themselves. They never behaved like they were doing us a favour,'' he said.

``A campaign for a cause is like any other commercial assignment. There is no lack of efforts or a lackadaisical approach,'' says Abraham. Nafisa has a similar approach. ``I had to spend an entire day for the WSD campaign and, of course, it was not a commercial campaign but I didn't grudge the time,'' she said.

``You have to accept that famous faces can successfully draw attention to an issue. If a person whom the youngsters look upto for ways of dressing, talking, behaving gives them a message, they are likely to heed it,'' Baker said.