TV ads open door to offbeat looks

JAKARTA (JP): The catwalk is not so narrow as to be restricted only to people who are blessed with beauty. The road to stardom and glamour is still wide open to average people.

Say Mandra, who has soared from being an unheralded player of traditional lenong Jakarta comedy to become the most touted TV model, is the best example.

His characteristic grin is seen everyday and his words are on everybody's lips as millions of people watch him on the country's five private TV stations.

State-owned station TVRI is noncommercial.

One can imagine how much the stations earn from the advertisements that Mandra stars in, not only because they are for a wide range of products but because they frequently appear at prime time.

Mandra has starred in commercials for fried chicken, instant noodles, motorcycles, bicycles, sandals and sarong cloth.

"I have never dreamt of walking on a catwalk under countless flashes. It is a very strange world for me, because it deals with body shape, beauty and particular skills," 32-year-old Mandra said.

He said his parts in TV commercials were a spinoff of his outstanding role in the Si Doel Anak Sekolahan (SDAS) TV series which topped the ratings last year. The series, broadcasted by RCTI, is being replayed for the third time.

"Companies always look for a figure with whom people are familiar to inform them about their products and build up the image of their brands, not always the beauties," Mandra said. "And I happened to fit this requirement," he said.

Mandra says that advertisement models are well paid. He keeps his income from commercials a secret, saying that he lets his manager handle everything. "I receive a considerable amount," he adds.

Other members of the SDAS cast, including Rano Karno, Cornelia Agatha, Basuki and Aminah Cendrakasih, have made bonanzas as advertising models.

Aminah, a veteran actress, had not starred in a commercial since modeling for a detergent more than a decade ago.

She now frequently appears in commercials for television sets and palm oil products.

"The extra jobs came after people watched me on TV as a figure in SDAS," Aminah said.

She says playing roles in commercials is more challenging than in films.

"Advertisements give a player little time to convince the public about a product. That's why I always need a lot of shots," she said.

For the beautiful people, catwalks are a traditional stepping stone to another lucrative job, modeling for commercials.

Maya has modeled in advertisements for detergents, banks, syrup and other products.

She said that she started her modeling career as a catwalk model.

Maya, 27, started modeling when she was 13 in Surabaya, East Java. She was 15 when she started on the catwalk.

In 1990, she won the Wajah Femina cover contest held by Femina magazine. This was her ticket to becoming a professional model.

"I think people became more aware of me after I won the cover contest."

After finishing university, she moved to Jakarta to be a professional model. "I think Jakarta has everything (that people need) to gain experience.

"It doesn't mean that by being a catwalk model someone can automatically be a photo model because a photo model must be photogenic. On the other hand, a photo model can't automatically be a catwalk model as he or she must meet minimum height requirements."

She said she enjoyed both her jobs.

"Being a model for advertising can last longer because, in my opinion, everyone can be a model for ads. But there's a particular term for being a catwalk model."

She said that she wanted to be a catwalk model for about three or four more years.

"I want to start something else which is still confidential," she said.

Dedy Abdurachman, 25, was also a catwalk model before becoming a model for commercials and video clips.

He said that he began his modeling career two years ago when he won a prize in the Abang and None contest for Central Jakarta.

"Then I joined OQ modeling and got involved in several fashion shows."

He admitted that catwalk modeling was more interesting for him rather than other forms of modeling. "Fashion shows just take less time."

The 183-cm Dedy said that he could work in between 8 and 10 shows a month.

Rita Hargita, an account manager of the advertising agency Rama and Grey, said that her agency usually hired models from modeling agencies in Jakarta and Bandung to assure variety and professional quality.

"For premium products, including Pantene shampoo, a model in her twenties or below with long hair is preferred while mothers and children are often portrayed in Nivea lotion and, recently, babies for Nivea's line of baby products," Hargita said.

She said that the qualities in models, who are hired under contracts of one to three years, sought by Rama and Grey include popularity, talent and skill. They models must work in a variety of settings from early morning to late at night.

Hargita said that her agency hired models through casting, personal and client connections.

Her agency also makes provisions for extra models, like children and teenagers, in case regulars prove to be unavailable, uncooperative or temperamental.

She refused to say how much her models were paid, but the agency's fees are believed to far outweigh the long hours and number of staff involved in jobs.

Advertising industry sources said new models can make between Rp 150,000 and Rp 200,000 a day for editorial work, while the much coveted cover picture in Femina magazine can reward new Rp 300,000 and established models Rp 400,000.

For print advertising, industry sources said models made from Rp 500,000 to Rp 1 million. Work for brochures commands higher fees, while those working for television and other media commercials can earn between Rp 6 million and 7 million annually.

The sources said that the more famous the model, like Laura Ricciardulli, the higher the fees. Laura was reportedly paid Rp 40 million for a year's work for Polytron television set commercials.

These fees do not include royalties, which are still an unknown concept here, but that is a practice that Chitra aims to change in five years.

Modeling agencies make 20 percent of models' fees, but this can be cut to between 10 percent and 15 percent for big accounts, she said. (team)