Behind the façade of glamour lies deep thinking and brand management by the automotive firms, who plan out even minor details and tutor the girls about their company, the vehicles and details a normal person would not even think, so that they are in consonance with the branding of the company.
“The body language of girls at a bike kiosk may be different while those at a car launch will be different,” said the head of model coordinating firm on condition of anonymity.
In cases of joint ventures, say in technology, companies would employ both European and Indian models, as though symbolising the integration.
“The most desirable quality is good communication skills... the girl should be able to at least talk about the car being launched …merely having a pretty face does not cut ice with a company’s brand image,” said Sanjeev Pasricha, chief executive of a company that has coordinated brand management for Japanese car maker Honda at the 12th Auto Expo.
Brand managers play a major part in deciding how the models will present the vehicles at the event. Good communications skills also go a long way in getting the job.
And the girls — mostly college girls and aspiring models — could not have asked for more. Though the job is monotonous — and exhausting — it brings in good money. They may expect to earn anything between Rs. 10,000 to Rs. 25,000 each day for shifts ranging from 8 to 10 hours.
But a detailed tour of the Expo left one wondering: where are all the dark-skinned girls?