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Ford models to kick off India model hunt

09-June-2004
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Ford models to kick off India model hunt

New York-based Ford Models Inc is staging a re-entry in the country with Super Model of the World contest after a brief flirtation during 1995-97.

The agency, which spotted models Bipasha Basu, Jesse Randhwa and Vidisha Pawate earlier, will kick off its model hunt beginning July.

The Indian winner will be flown to New York in January 2005 for the grand finale where 50 female models from around the world will compete for four prime modelling contracts, including the winning $2,50,000 SuperModel contract.

Said Emmanuel Balayer, director, B&B Solutions Ltd, which is a licensee for Super Model in India: “India is an important market for a range of upscale lifestyle brands like Tomy Hilfiger and Louis Vuitton.

Ford models have traditionally represented brands like Revlon, Armani Jeans, and Victoria’s Secrets. We need to identify Indian female models in the age group of 16-21 who are looking for a career in modelling.”

Added company director Sunil Kalra: “We hope to finalise the search by November after regional rounds in Delhi, Mumbai, Calcutta and Bangalore. At least three of the girls will be groomed for participation in New York.”

SuperModel’s re-launch comes at a time when fashion and modelling-related event management and media activity have emerged as a booming business.

Some major events in the country’s glamour ciruit include India Fashion Week and the Indian chapter of Ms Universe and Ms World.

The company has appointed Leo Entertainment, an arm of creative agency Leo Burnett, to tie sponsorships — it is hoping to raise Rs 5-6 crore in the first year with a principal sponsor and a couple of asociate sponsors.

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