Jagmohan Singh Barhok
Modelling in India is a post-independence phenomenon.It is a natural corollary to the rapid growth & developmnt of the coutry on all planes- commercial,social,cultural.educational and
artistic.In the undivided sub-continent we used to have ‘Advertising Agencies’ but no ‘Ad films’.
Modelling is an American concept.Today,unarguably,it is a worldwide phenomenon-India being no exception.Models can be divided into three categories:fashion models,photo models & commercial models.Because of it visul & cerebral appeal,coupled with its publicity potential,New York’s avetising pioneer and enterprising enterpreneurs saw in the medium potent & effective vehicle to promote and publicise commercial and idsurtial products,And in consequence,adopted it in a big way.
Beauty Contests,too,are an American idea or innovation,providing as these do a fertile soil for talent-hunting for the so-called ‘talent-scouts'( talent scouts are the people connected with the American movie industry,whose job is to spot,talents-obvious or latent-beside ‘beauty’ & ‘glamour’.To do so,they fly to wherever such contests are held or organised.
In our traditionally conservative society,display of feminine assets has long been a social taboo.Initially,such contests drew girls from Anglo Indian community or from families from non-Indian origin.Later girls from mixed families like katty Mirza & Zeenat Aman were attracted to such contests & the trend caught up slowly though steadily with more & more young,nubile & aspiring cuties joining the bandwagon the likes of Sonu Walia.Meenakshi Sheshadhri,Sangeeta Bijlani,Juhi Chawla,Shikha Swaroop & Manisha Kohli to mention few.
Surprisingly & interestingly,too,”Beauty Contests”,contrary to the common belief,are not a 20th-century phenomenon.They have their origin in the hoary past.The firs beauty contest recorded in the annals of history or mythology was held on the Mountains of Ida and a description of it is found in the “Metamorphoses” of Apuleius.
The credit for pioneering ‘Beauty Contests’goes to K.D.Jhangiani,editor, ‘Femina’,a leading women’s magazine which is popular even today.
Miss Universe annual international beauty pageant is run by the Miss Universe Organization of the United states.It is one of the most spectacular pageant along with Miss world,Miss earth & Miss international,drawing over 500 million audiences worldwide.Rita Faria was the first indian & Asian girl to win the ‘Miss World’ contest in 1966.My father wrote extensively about her in sixties,prompting me to meet her when she arrived in New Delhi in 1969.Unlike most in the business,she chose to pursue a career in medicine & later got married.Earlier in 1964 Miss india Mehar Castelino ( nee Mistry)represented India in the Miss Universe contest which was held at Miami Beach.She was then 18,fresh from school & doing a secretarial course at Davar’s College,Bombay.After a lull of 28-year Sushmita Sena was Crowned Miss Universe in 1994 followed by Aishwarya Roy winning the Miss World title.The country has a tally of six Miss World including two Miss Universe in Sushmita Sen & Lara Dutta.The Miss Universe 2020 pageant could not be held last year following Covid 19.It is most likely to be held on 16 May at Seminole Hard Rock Hotel & Casino in Hollywood, Florida, United States. Zozibini Tunzi of South Africa will crown her successor at the end of the event.Miss India Adline Castelino, will vie to bring home another title along with Khanh Van of Vietnam & Amanda Obdam, Thailand.
