Opi Campaign

OPI INDIA COLLECTION

When word first got out that Loreal was using Aishwarya Rai as their spokesperson, South Asian audiences were overjoyed: Another major step for Indian women and culture in mainstream media. But when the advertisements hit the waves, many fans were disappointed. Critics claimed that Aishwarya was made to look and sound "western," or "white." She was shown in many commercials with brown hair, without the slightest trace of an accent. Many say it was yet another attempt to side-step true Indian culture and merely place the face of an eastern woman on just another western perspective. Supporters were pleased that arguably, India's most famous face was continuing to become a household name.

On the other hand, OPI, most well known for its nail polish collections, has now launched its India Collection, Spring/Summer 2008. Its ads feature model, Azura Vandenberg. Unlike Aishwarya, who is 100% Indian, Vandenberg is Indian and Dutch. Background aside, the ads depict her in full Indian garb: bright colors, bindi, bangles, and all. While ordinary consumers are just starting to wonder who Vandenberg is, her photos undoubtedly link beauty and elegance to Indian culture and trends.

Who is really making strides for the South Asian community? What do you think?   

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