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Latha Venkatraman

Mumbai , Aug. 12

THE global modelling industry has its sights on India as is evident in the entry of Ford Models' Super Model of the World contest.

Ford Models Inc, which was started by Ms Eileen and Mr Gerard Ford in 1947, has awarded the Ford Super Model contest licence in India to B&B Solutions Consultants Pvt Ltd, a boutique agency.

Ford Models has been looking for a partner in India for a while, according to Mr Sunil Kalra, Director, B&B Solutions. "India is emerging as an important destination for the global modelling industry. Almost all big brands are looking to enter India," Mr Kalra said. Brand modelling will be the most significant part of this industry as the concept of brand representatives has been gaining tremendous momentum. Brand modelling has not been explored fully in India, Mr Kalra believes.

With India's consumer base growing proportionate to the spending power, the premium brands of various products are awaiting entry.

The Ford Models' Super Model Contest itself gives B&B Solutions a co-branding opportunity. "We will be able to cover our costs through brand partnerships," said Mr Kalra.

B&B Solutions is in talks with leading sponsors for branding partnerships for the contest. It is also in discussions with broadcasters for the telecast of the highlights of the India contest. The contest is due to be launched in September 2004, followed by regional selections in October . The India final will be held in November .

More Stories on : Brands | Cars

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