Fair One Miss India to bag role in movie as prize, says Dr Anuj

Once severely derided for commodification of women, new-age beauty pagents finally seem to free themselves from the commercialisation yolk or tag.

The case in point is the 'Fair One Miss India' whose focus would be beauty, says Dr Anuj Saxena, managing director, Elder Health Care Ltd, marketers of Fair One.

So has the beauty with brains concept given a go-bye for good? "No," he clarifies.

"It is all talk. Today's young girls are very much focused. They already have brains. They have decided what to do and know what to expect from life. We are just providing them a platform to showcase their talent and beauty," Anuj told PTI.

The entire concept of organising Miss India was to make the contestants and girls more aware about the brand. Afterall, we are dealing with beauty products, he said.

On 'Fair One Miss India' being different from other beauty competitions, Anuj said, most Miss Indias go for international titles. And after winning them, they end up doing roles in films and TVs.

Our Miss India would not participate in any international title. Instead, besides other prizes, she would bag a role in our Maverick Production movies, he added.

We are commencing this search with Mumbai, to be followed by 'Miss Pune', 'Miss Kolkata' and 'Miss Delhi' over the period of November 2009 and February 2010, he said.

The contest has been sponsored by Fair One and organised by Maverick Productions.

On the competition being metro-specific, Anuj, himself an actor known for his role as Dr Abhay in teleserial Kkusum, said at this stage, we want to concentrate on these cities only. Later, they may be developed as nodal centres for regional centres.

So, is Mr India competition in the offing as his company has personal grooming products for men also.

"Beauty products for men is a sunrise industry. We had thought of Mr India earlier. However, nothing is there for them right now. At present, we are concentrating on Miss India competition. Mr India may happen at a later stage," he said.