Jagmohan Singh Barhok
Modelling in India is a post-independence phenomenon. It is a natural corollary to the rapid growth & development of the country 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 visual & cerebral appeal, coupled with its publicity potential, New York’s advertising potent & effective vehicle to promote and publicize commercial and industrial products, New York’s advertising pioneer and enterprising entrepreneurs saw in the medium potent & effective vehicle to promote and publicize commercial and industrial 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 organized.
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 first 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. Reita Faria was the first Indian & Asian girl to win the ‘Miss World’ contest in 1966. My father ,late Amrik Singh Barhok, 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 Rai 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 Covid19.The Pageant was held on 17th may 2021 at Seminole Hard Rock Hotel & Casino in Hollywood, Florida, United States. Zozibini Tunzi of South Africa crowned her successor Andrea Meza of Mexico at the end of the event. A total of 72 contestants took part in the event. Miss India Universe Adline Castelino was declared the third runner-up.
Seminole Hard Rock Hotel & Casino in Hollywood, Florida, the Venue for Miss Universe Pageant 2020, Crowning of Mexican Beauty Andrea Meza . Miss India Universe Adline Castelino,
