A Model Act

With modelling being a short-term career,acting is now seen as a logical progression of the business of glamour and an alternative profession for models who don’t find enough work on the ramp. Model management agencies too,have started to expand their roles; now they simultaneously groom models for Bollywood.

Given the millions who live with Bollywood dreams,agencies receive dozens of portfolios on an everyday basis. However,each prospective client has to go through a screening before being taken on as a client. Matrix — considered the first talent management agency — started by adman Vivek Kamath,casting and production professional Reshma Shetty and celebrity photographer Atul Kasbekar in 2002,is credited for propelling the careers of Katrina Kaif and Deepika Padukone,among others.

Toabh,an agency that mostly deals with foreign models,puts them through a screen test and an interview. Blah looks for modelling experience and a USP that can help the agency pitch them accordingly. “Genelia Deshmukh’s unique trait was her liveliness,which helped us get her a role in Jaane Tu… Ya Jaane Na,” he explains.

For Kasbekar,who runs Bling! Entertainment Solutions,his Kingfisher calendar shoot is often the first level of screening. “One looks for that X-factor which is important to make the cut in the film industry,” explains the fashion photographer-entrepreneur,who helped launch Kingfisher calendar model Nargis Fakhri in Rockstar and Angela Johnsson,who has a two-film deal opposite Salman Khan. “Producers sometimes line-up for the calendar’s preview so that they can have the first pick of the girls for casting,” he adds.

Interestingly,male models don’t really figure in this scheme of things. “The concept of the male model has been dead for a while now and their chances of directly bagging a film are almost nil — most of them take the television route,” explains Blah.

Contrarily,for female models,the investment of agencies is not time bound. Once on board,these models are “groomed” for their future projects. Dance and acting classes are a must. Kasbekar sends his clients to Anupam Kher’s school,Actor Prepares and actor Poorna Jaggannath (Delhi Belly) is his choice for diction training. Toabh,which launched Maryam Zakaria in a supporting role in Agent Vinod,prefers that its clients train with the theatre group Open House.

However,foreign or mixed-origin models,despite their huge demand in both Bollywood and the Southern film industries,have it harder. “It is easier for them to get to the audition stage but it is better that they are well-prepared before we circulate their pictures among casting agents,” explains Varun Katoch,Business Head,Toabh. Also,not all models wish to be actresses. One of Matrix’s earliest clients,Yana Gupta was keen on advertisements and dance numbers,which then got her several stage performances.

Matrix and Bling! pay for their grooming process,sometimes also help outstation clients rent a house. “We charge them 20 per cent on each assignment,which is recovered over a period of time even if they only do modelling. When the big break comes through,we make profits,” explains Kasbekar. However,there are times when they incur a loss too,if a client moves on too soon. Kasbekar says that the business is like punting. “One is betting on their talent and improving their chances to make it big in the industry. You win some,you lose some.”

Talent management agents also take on the role on agony aunts. “We are mentors,managers,career advisors,planners,friends and also the shoulder to cry on,” says Kasbekar.