November 2005
Indian males go looks-conscious
Chandigarh/Mumbai:
Indian male has stormed a hitherto women's bastion and
that too with a bang. The advertisement world in India is
witnessing a sea-change with metro sexual man causing ripples
with his appeal and style. Metro sexual, the locution befits
men who make all possible efforts for better looks like visiting
beauty parlours for beauty treatments regularly. Gone are
the days when manicures and pedicures, facials, waxing, and
other methods of improving one s looks were meant for women
only, today s metro sexual man is exploring it all. These
men have already cruised in the rather conservative Indian
advertising arena. Experts say that Indian urban male has
become far more conscious about himself and his looks. He
spends substantial amount of his income on personal grooming
and beauty products. "People are getting more self conscious.
They are very particular about the way they look, the way
their bodies are. Just look at the way the parlours have opened
up across the country. Look at the way gymnasiums have opened
up. So a little bit of indulgence with you, a bit of attention
on grooming yourself is something that has spread to the men
also in the larger fashion. And the number of deodorants that
have come up in the country.... I think we'll have a better
looking country," quips Piyush Pandey, one of India's best-known
Ad-world personalities.
The changing trend
has given marketers an idea to launch advertising campaigns
where well-preened men are endorsing products instead of female
models. With more arenas opening up for today s hot and fashion
conscious lads, the male are unhesitant about flaunting their
softer feminine side on their sleeves. They seem to have learned
how to deflect any uncomfortable question that questions them
for going against the established image of a macho man in
the past. Lux, one of the oldest brands of India's premiere
Hindustan Levers Limited, has featured Bollywood icon Shahrukh
Khan in its 75th anniversary celebrations advertisements.
The brand so far was endorsed only by reigning Bollywood beauties.
"The second trend which is far more powerful and fast catching
up is what has given marketers to market male products using
male models. The days when only women were used to talk to
men (through advertisements) are fast diminishing. People
have become far more liberal in terms of what they want and
I think it's for the very first time that Indian male is sure
of what he wants," says Sai Nagesh, a renowned media specialist.
The sweeping social changes have led to the doling out of
new products, which especially cater to men. Be it Hair gels,
deodorants, colognes, after shave lotions, and a number of
other toiletries, they are making inroads into the lives of
urban males who have high disposable income. The have access
to sophisticated shopping malls replete with a plethora of
branded personal care products, clothes and accessories.
The latest to
join the bandwagon is a new fairness cream "fair and handsome"
launched by a renowned personal beauty care products company,
targeting complexion-conscious men. The commercial for the
cream, has, again a male model trying to woo pretty women
with his complexion lightened by applying the cream. "They
are getting more and more involved in fashion and they are
trying to find out new ways to be more fashionable and they
are trying to be more innovative in what they wear and everything
else," says Bobby, a college student who likes spending more
than half of his pocket money on personal care products. Metro
sexuality in a way has emerged as latest urban phenomenon
that has given an entirely new dimension to the personality
of the Indian male. Some Analysts, however, say that portraying
men as metro sexual might not go very well with the rural
audience where the concept has still to find takers. Whereas
in the urban parts of India, the concept of being a metro
sexual man is clicking incredibly fast. Men don t mind going
under the scalpel to get that perfect nose, lip, or opt for
head-to-toe skin polishing to bring that extra gloss and brightness
to their persona. Surely, the new age India has something
new and bright looking to offer the cover pages of magazines
and Advertisement world!
-Nov 21, 2005
Arjun Kapoor's bridal collection launched
in Delhi
New Delhi:
Fusion designers Anjali and Arjun Kapoor recently displayed
their winter and bridal collection at the Raddison Hotel here.
The models clad in white sarees and fish tail skirts looked
stunning, and the bridal collection was a treat for the eyes.
"The collection was very unique. Bridal wear is something
which very few designers are experimenting on, being renowned
fusion experts they have done amazing job," said Model Amanpreet
Wahi. "Apart from using maroon, orange which are pretty conventional
they have also experimented with yellow, baby pink which are
rare to see," added Amanpreet. The show was a big success
among Delhi's trousseau seekers. The corsets embellished with
sequins and bead work were the highlight of the evening. "Both
Anjalee and Arjun have fabulous collection. They have beautiful
bridal wears in different colours which everyone will love
to wear," said model Krishna. The designers showed amazing
creativity in their work which was very much visible on the
ramp when models displayed their collections.
-Nov 17, 2005
Indian fashion designers expanding their
horizons
New Delhi:
The present is an era of diversification. Nobody wants
to be left behind in this competition of 'looking different
from others. Indian fashion industry has also joined the bandwagon
to keep pace with the changing trends. Today fashion designers,
who have been on an expansion spree for a long time, are trying
to put 'a finger in every pie' by further expanding their
horizons. Well known faces in the industry like Raghavendra
Rathore, J J Valaya, Rohit Bal, Payal Jain, and many more
are enduring their fans with something new. The royal blood
Raghavendra Rathore, who along with his clothes and interior
designing, also endures his fans with chocolates under the
brand 'Les Chocolates De Jodhpore'. He believes it is nothing,
but an extension of the brand. "We make chocolates because
they are always loved by people. With every invitation card
a chocolate box can be sent out," said Raghavendra Rathore,
adding that he didn't want to get into the mass production
of chocolates. About achieving diversification, Rathore said
that it is not an easy job, as it involves appropriate selection,
proper planning and right guidance. "Now the time has come
when designers need to grow and amplify their effect through
advertising, but for that you need to find good partnership
and you need to find people who are capable of running your
business," he said. Another fashion designer, J J Valaya,
who is known for his innovative and groundbreaking styles,
has also opened India's first luxury flower boutique 'Valaya
FNP Fleur'. "Well, that is our new baby and it's just growing
up. We are having fun while trying to beautify something which
is already very beautiful. FNP (Ferns and Petals) is totally
a different venture. It is about rare flowers, about putting
same inspiration interpreted with fresh flower," said Valaya.
Rathore and Valaya are just examples. The whole fashion industry
is learning the lesson of diversification in a bid to strengthen
their brands.
-Nov 16, 2005
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