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Attention seekers Models of all age groups are in demand

“Holiday packages, insurance, even specific FMCG products in which the brand finds usage at a family level, prominently feature a family atmosphere e.g. an aged couple proudly riding a happy carousal with tickets purchased by their loving son,” states NSVG Prasad of Visage Images, Hyderabad. These ad films attempt to deliver brand impact by striking an emotional chord of the audience.

If emotion is the desired impact, the models endorsing these brands play a key role here. The audience need to relate to them. For example a mother cooking noodles for her 10-year old child should not look as if she has just got off a hot ramp.

Since facial expressiveness, features, ability to emote, and not body measurements are critical attributes to have, “the model hunt happens not only by photographs but also by personal interaction,” says Prasad.

“In many cases these models are also ex-ramp models who, after a certain age wouldn’t be suitable for a fashion product or a soft drink ad. In some cases, their TV serial image dictates their suitability. Intuitively, bringing in movie or TV serial actors would be the easiest thing for any ad filmmaker to do given that acting talent plays a key role. But these actors have their reservations and preferences.

Take the case of noted actor Akash Khurana. “I would do an ad film only if there is fun and challenge or for the people who are making the film,” he says. His Kal bhi, aaj bhi, kal bhi.. campaign for VIP luggage still has an impact even after two decades.

“I would prefer doing ad films only for prominent brands,” states Mrinaal Kulkarni of Sonpari fame who has endorsed Johnson & Johnson, Vicco etc. “TV serials pay much better. And I would prefer if I didn’t have to travel much,” says Surekha Sikri who plays the homely Dadima in the commercials.

But they are unanimous on the challenge that an ad film poses to their talent. “We need to bring out the emotions in a compact form in 30 seconds,” says Sikri. “You’ve got to do more in less,” points out Khurana who has acted with directors like Shyam Benegal. “Ads where its just expressions are relatively easy e.g. the J&J ad in which I was giving bath to a 15-day-old baby,” says Kulkarni.

The good news for all who once aspired to be models is that – there’s a growing demand for mature models. Look into the mirror on the wall. What you see might just be the face that millions would see someday.

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