Senior super models - what's their magic?

Amitabh Bachchan (75). Mahashay Dharampal Gulati (MDH) (93). Carmen Dell’Orefice (93). Ellen Hart (75), Rajnikanth (66).

They all dwarf the young brigade. The six-packs and the size zero's seem to matter less when compared to their charisma.

So, what’s their magic? A powerful myth-breaker:

Age is a scam

Age is just a number, right? So, these icons have turned the numbers in their favour. Theirs are hard-earned wrinkles, age lines, cataracts, double hip surgeries, grey hair, et al. It’s about passion, doing your thing, doing it right, and giving it your ‘best shot’ every time.

The nett result? Age-immunity, viral energy, lasting appeal, and positivity that keeps coming back at the audiences. These characteristics percolate in the brands that the models promote, and somewhere in the process, they become one. Their unified message is loud and clear, “Age is a scam, don’t fall for it.”

Who would not fall for such an age-defying clarion call! Who likes to age?

So, their message is their magic.

But wait. Magic abhi baaki hai mere dost.

It’s not merely selling, it’s inspiring

What makes these septuagenarians’ chequered faces picture-perfect aka saleable?

It’s no longer about cosmetic appeal, it’s about skin-deep notions. Curves and bulges and biceps come and go, but it is the staying power of age and experience that creates lasting appeal. These super models have not grown old with years, they have just grown - in grace, humility, maturity and wisdom. Their active decades have amounted to seasoning, not ageing.

How does this translate into brand appeal? The models become the agents of inspiration, resonating dependability, trust/faith, respect, reliability, time tested-ness, awe…

That’s their alchemy, their mettle, their magic.

No doubt, bare skin and waxed abs can sell, but it’s the appeal of the age that a segment of brands prefers to lean on.

Why? Because, beyond models, there are role models.