Reverse Outsourcing

So while I patiently twiddle my thumbs till Jan 19th (INSEAD deadline), a little report on Reverse Outsourcing

Lately every India glossie, item song, ad commercial, print work is being adorned by foreign beauties. Coming from far away places, mostly from developed yet not economically strong nations of East Europe, Mexico and Brazil, these girls are giving the Indian models a run for their money.

Time was when a few genetically blessed chicas would rule the ramp and make hay while the sun shone on them a little more brightly than it did for the less endowed mortals.
But not any more - the foreign invation is a strong challenge - they are younger, better bodies, taller, less inhibitions and far more affordable.

So its no surprise that from small stores like Seasons & Benzer to big brands like Himalaya Aryuveda, Colgate, John Player etc have them grace their commercials. Only condition is to dye their manes black - apparently the Indian audience loves to salivate over the 'imported' talent but not if they are blonds - something about aspirations!