The TV ad shows an Indian movie star walking on a beach, flaunting his brand-name sunglasses and his six-pack abs. A white woman in a black bikini drops on the sand from nowhere, and then another woman drops down. Soon, a bevy of white models literally falls from the skies, and the movie star runs for cover.
A green-eyed model from Iceland puts her arms around him and whispers seductively, “The fall collection . . . baby.”
The ad is for a sunglasses company, but its approach is hardly unique in the world of Indian advertising. These days, the faces of white women and men, mostly from Eastern Europe, stare out from billboards, from the facades of glitzy, glass-fronted malls and from fashion magazines. At an international automobile show this month in New Delhi, most of the models were white.
The presence of Caucasian models in Indian advertisements has grown in the past three years, industry analysts say. The trend reflects deep cultural preferences for fair skin in this predominantly brown-skinned nation of more than 1 billion people. But analysts say the fondness for “fair” is also fueled by a globalized economy that has drawn ever more models from Europe to cities such as Mumbai, India’s cultural capital.
‘Deep-rooted in our psyche’
“Indians have a longing for that pure, beautiful white skin. It is too deep-rooted in our psyche,” said Enakshi Chakraborty, who heads Eskimo India, a modeling agency that brings East European models here. “Advertisers for international as well as Indian brands call me and say, ‘We are looking for a gori [Hindi for white] model with dark hair.’ Some ask, ‘Do you have white girls who are Indian-looking?’ They want white girls who suit the Indian palate.”
Indians’ color fixation is also evident in classified newspaper ads and on Web sites that help arrange marriages. The descriptive terms used for skin color run the gamut: “very fair,” “fair,” “wheat-ish,” “wheat-ish-medium,” “wheat-ish-dark,” “dark” and “very dark.”
“The Indian mind-set prefers light skin. My pictures are routinely Photoshopped to make me look a bit lighter—a lot lighter, actually,” Riya Ray, 23, a dark-skinned Indian model, said with a laugh. “But when I work in Britain and France, my color is praised as exotic. It is a two-way trend: Indian models are going abroad, and foreign models are coming here.”
Advertisers say that white female models appeal to them because they are typically less inhibited than their Indian counterparts when it comes to showing skin and posing in lingerie.
Tanya Bohinc, a 25-year-old Slovenian model, has lived in India for the past month, going on shoots for perfumes, clothing and hotel chains, while battling the rest of what India has to offer: omnipresent mosquitoes and spicy curries that wreak havoc with a sensitive stomach.
“I can sense the local fascination for my skin color here,” said Bohinc, who has modeled in seven countries. “I think it has to do with the fact that the British ruled India for so long.” Bohinc said she’s been trying out for small roles in Bollywood films and learning Hindi lines. A growing number of Bollywood film choreographers are now hiring white dancers in song-and-dance scenes.
“When we put the white model in Indian clothes, it is a cultural exchange. It shows India’s economic self-confidence,” Tiwari said. “Of course, it also caters to the general feeling that ‘fair’ and ‘beautiful’ go together. For a rickshaw-puller who earns $2 a day, seeing a fair-skinned woman is an escape, a fantasy.”