Ice ice baby

An Icelandic modelling and casting agency opens shop in India.

Whenever Icelandic model Asta Kristjansdottir, 33, travelled abroad, she would face the same query, "You're from Iceland? Wow! Are you an Eskimo?"

So, in 1995, when Kristjansdottir decided to move behind the camera from in front of it, she did not have to spend time thinking ofa distinctive name for her venture "" a modelling, talent search and casting agency. She simply christened it Eskimo.

Ever since, Eskimo has expanded beyond its maiden operation in Iceland to Russia, Slovakia, Brazil, the Czech Republic, and last week, into Mumbai.

Eskimo's biggest claim to fame is that it has helped place actors (albeit with bit roles) in films such as Tomb Raider and Batman Begins. Eskimo began as an agency focused on securing contracts for Icelandic models abroad but then broadened its repertoire to do the same for native talent in countries where it set up operations.

In the last decade, Eskimo has launched over 1,000 individuals in different arenas (ramp modelling, print ad campaigns, ads and films). Currently representing 70 models worldwide, Kristjansdottir hopes that her Indian venture will contribute to expanding her business by 20 per cent.

Indian President Abdul Kalam invited the agency during last month's trade mission to Iceland to further Indo-Icelandic bilateral relations.

Eskimo's mission is to construct a "two-way bridge between India and Iceland to facilitate cultural exchange".

As well as casting Icelandic models in Indian ads and films that demand Caucasian looks, Eskimo will also promote Indian models in the fledgling $2 million Icelandic ad and film industry as well as in several other countries.

While Eskimo is scouting for Indian models who are tall (above 5'9") and slim (a hip circumference of 90 cms or less) for the international circuit, it also brings hope to the homely.

Blonde, blue-eyed Kristjansdottir's own career was limited to being a catalogue model "" her 5'7" height meant she couldn't pursue her ramp modelling ambition.

Consequently, Eskimo is sympathetic to those who don't quite fit the desired mould. Says Kristjansdottir, "Our USP is that we don't reject anyone."

Eskimo's process is simple. Anyone who applies receives a photo opportunity at no charge. They are then uploaded onto a website accessible to advertising companies and film directors both in India and abroad.

If any candidates are chosen, Eskimo acts as a broker and charges the individual a 20 percent commission of the signing fee the company offers the client.

Eskimo also has a tie-up with International Creative Management, (a London talent agency representing models like Liz Hurley). But why India? One reason is that there are virtually no borders between the beauty, fashion and the movie industries in India.

According to Kristjansdottir, "In other countries, an international beauty pageant winner might not find automatic entry into the fashion industry or the movies. In India, an entry into one arena allows for fluid movement into another, which means that talent has simultaneous access to many segments."

And there's also the proximity to Bollywood which provides a readymade infrastructure in terms of equipment and access to film producers.

"India is 10 times cheaper for foreign producers, compared to Thailand or Africa," says Kristjansdottir.

Eskimo's advertising strategy is based on word-of-mouth publicity from customers. It aspires to launch only 60 models a year. "Advertising would only generate a demand that would make our business unmanageable," says Kristjansdottir.

Has this strategy worked in India? Kristjansdottir says that so far, around 700 Mumbaikars have come to her studio. "Word travels fast," she says.

She and her staff of five hang out at coffee shops to spot talent. Apparently, even her gardener in her suburban Mumbai home has been trained to spot candidates.

The Indian experience has, however, been a bit puzzling for Eskimo. Kristjansdottir says, "We are finding it difficult to find women in India. Our male-female client ratio is highly biased in favour of males. It's the opposite in other countries."

So next time you see a new item number in a Hindi film, it could well be Eskimo's Icelandic offering.