It ads up to star trek!

<div class="section1"><div class="Normal"><span style="" font-style:="" italic="">While models in the West are replacing film stars in ads, it’s the other way round in India</span><br /><br />There: Runway darlings like Karolina Kurkova, Daria Werbowy and Natalia Vodianova are preferred to Hollywood stars when it comes to ads. Nine models feature on the August cover of <span style="" font-style:="" italic="">Vogue</span>. After a gap of two years, <span style="" font-style:="" italic="">Harpers Bazaar</span> has a model -- Gisele Bundchen -- on its August cover. In <span style="" font-style:="" italic="">Elle, W and Vanity Fair,</span> Ann Taylor''s latest campaigns feature models Cheryle Tiegs, Patti Hansen, Beverly Johnson and Twiggy.<br /><br /><span style="" font-weight:="" bold="">Here</span>: Shah Rukh Khan endorses cars; Rani Mukherjee markets chocolates. Cricketers sell anything from engine oil to TVs. "In low-literacy India, the only way to get a message across to the masses is through someone who has mass following. Identification with models is restricted to the educated," analyses a creative ad professional. Models, of course, aren''t too happy with this development. "Even if a cricketer is repeatedly out for ducks, he''s seen to be a super-seller. We models stick to our profession and feel that film stars and cricketers should stick to theirs," says a Mumbai-based model<br /><br /><span style="" font-weight:="" bold="">What''s up?</span> Says rampwalker Fleur Xavier, "Film stars and cricketers have taken over modelling because they''re backed by organised sectors. We don''t even have modelling agencies." Ad man Prahlad Kakkar says Indian models can become public faces only if the industry is organised. "The industry here has a glass ceiling; you can only reach a certain limit and then either branch out to acting or fizzle out."</div> </div>