It is seen that some of the Indian companies use foreign models/celebrities to promote their products in press and electronic India. This may be the case in some of the developing countries too. Can I have inputs from the researchers on this issue.
Mohannad H. Al-Sherrawi
To make the consumer believe that the product is universal.
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Thomas Soseco
Simply it is a marketing strategy. They want consumers believe that their products are export-quality or marketed internationally by using international fashion, using foreign models, or using foreign languages.
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Sanjay Sharma
It's likely to be a consumer appeal to foreigners as more 'developed' and modern and thus more desirable. And likely that these figures are racialized, i.e. light skinned.
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