According to Live Mint, a new Bollywood movie has got the fashion police boiling over with excitement and anticipation. Newcomer Sonam Kapoor daughter of Anil Kapoor (Slumdog Millionaire) is starring in Rs20 crore adaptation of ‘Emma’ called ‘Aisha’.
The past 10 years has seen Bollywood becoming a billboard for advertisers. Many Indian actresses are spokes models for various brands and movie in the past have featured brand names like Louis Vuitton. Though this is the first time brands have featured so heavily in one movie. Sonam Kapoor will be endorsing L’Oreal and sashaying around in 60 Dior dresses and accessories.
India’s economy has been getting stronger and the spending power of a privileged few has increased. This has made brands such as Dior and Louis Vuitton the newest additions to India’s urban landscape which already boasts luxury malls, fancy cars and five star hotels.
It seems brands and corporations are keen to make India not only the producer of goods but also the consumer.
Seems like yesterday 7 year old Ravi was found to be getting paid 7p an hour and working 98 hours a week......oh wait, it was JUST the other week!
India is still amongst the poorest countries. India has had a lot of success recently but they still have a significant number of Indians living in extreme poverty which is roughly equivalent to the current population of the United States!
Despite the glowing reports of India’s growth, those numbers and that cash is not reaching the people who need it the most and the presence of a brand like Dior in a developing country like India might only widen the gap between an already divided nation.
Is it right to be filming a movie about luxury where in a country 7 year olds are fighting to stay alive?
Does it really matter? Other indian movies like Devdas were extremely high budget and the clothing was also very extravagent and expensive. It's just because it wasn't a western brand that people didn't focus on it so much.
ReplyDeletehmm, Louis Vuitton as a brand has always been about buying into the brand and not the product.
ReplyDeleteThe head company, Louis Vuitton Moet Hennesey has expressed that there components for there products have been sourced to a high quality and so in effect really don't affect the less well off people in third world countries. The film Aisha is set in a relatively extravagant area of Delhi so the people there are able to afford the products and live the high life. personally I see nothing wrong with this as it is their money to spend and it's not as if they're going to throw away a 600 pound bag lets be real!