All is fair in Ludhiana’s advertisements

The well-known brands of the region, including Monte Carlo, Priknit, Cotton County and Octave, have Caucasians models promoting them. And the explanation is pat. “We make T-shirts, jackets and apparel that are essentially western. They certainly look better on a European model,” says Mohit Ghai of Priknit.

Since there is no contradicting the argument that international brands like Bennetton and Esprit have successfully used multi-ethnic models in their campaigns, the true reason for Ludhiana’s proclivity for fair skin is grudgingly acknowledged. “Let us admit,” says Rupesh Puri, managing director of the Hues Group, “Indians have a tendency of aping the West. If anything is endorsed by a foreigner, it is likely to find more acceptance here.”

Archana Tikku, brand manager of Monte Carlo, says, “Sometimes we use foreign models to give an international look to the product. These don’t necessarily mean European models. In fact, in one of our recent ads, we used an African model.”

“Foreign models are not celebrities so it is cheaper to hire them. In fact, cost is the predominant issue here. We recently shot an ad in Mumbai and there too we used foreign models,” says Sachin Sahni, Assistant Vice-President, Cotton County.

But change is in the air. While a Hrithik Roshan donning a Priknit cardigan is still a distance away, some companies have started approaching the lesser luminaries of tinsel town. Rave has roped in Dia Mirza for promoting its range. Monte Carlo will have Miss India Neha Kapoor as a brand ambassador.

Says Balbir Kumar of the Octave Group: “We have used foreign models for our products so far, but are now contemplating a shift. I think it is better to have an Indian face for an Indian product.” Desi faces for desi products, perhaps that will soon be Ludhiana’s mantra.