News, updates, pictures and videos from Auto Expo 2014

It’s a girl’s life: Rs 10,000-25,000 a day for smiling, posing for the cameras

  • HT Correspondent, Hindustan Times, New Delhi
  • |
  • Updated: Feb 07, 2014 04:28 IST
  • Renault KWLD

    While the money is good, car and bike girls at Auto Expo fear 'harrowing crowds' and misbehaviour. A model stands alongside the Renault concept KWLD ...

  • TVS bike, auto expo

    The models are paid anything from Rs. 10,000-25,000 per day. A model sits on a TVS bike displayed at the 12th Indian Auto Expo 2014 ...

  • Chevrolet 2014 Corvette Stingray, auto expo

    Mostly college girls, the models are afraid the 'cross-border' crowd will make life difficult for them. Chevrolet 2014 Corvette Stingray is displayed at the 12th ...

  • Piaggio, auto expo

    The girls complain that people in the crowd ask for their numbers and ogle. A model poses on Piaggio scooter during the 12th Auto Expo 2014 ...

  • Vespa 946 scooter, auto expo

    The presence of models brings glam to the event which is all about jazzy cars and cool bikes. A model poses with a Vespa 946 ...

  • Vespa, auto expo

    Automotive firms tutor the girls about their company, the vehicles and other details. Models sit on scooters at the Vespa pavilion as a worker cleans ...

  • Rodeo RZ, auto expo

    The companies employ both foreign and Indian models. A model sits on a Rodeo RZ scooter at the Mahindra and Mahindra pavilion during the 12th ...

Along with flashy cars and jazzy bikes stand gorgeous girls who bring glamour to the Auto Expo. Dressed in designer clothes and wearing heavy make up, their job is to smile and pose for countless cameras as photographers and visitors throng various pavilions.

Or so it appears, at least on the surface.

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.

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“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.

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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?

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