With the fashion and advertisement industry witnessing a boost, modelling is emerging as a preferred career option among youngsters. The charisma of this glamour is attracting even professionals already drawing hefty salaries.

The trend, which has shown the euphoric interests of highly-paid professionals in the glamour world, surfaced recently when hundreds of software professionals teamed up to take part in a modelling pageant.

The contest, 'Hayward's Mr India World Contest 2008' kicked off its preliminary rounds recently and recorded an overwhelming response, as nearly 2000 youngsters from across the country participated.

"In our regional audition for Southern India which was held in Bangalore, we got around 300 entries and more than 70 percent of these applications were from software engineers, which is enough to show what a tremendous response the contest is getting," said Kavita Bagga of of Times Innovative Media Limited, a co-organiser of the pageant.

Apart from this, many call centre employees and students from different professional courses entered the contest, deemed a gateway to a modelling career.

At a time when the IT revolution in the country has established that sector as one of the most promising and money-making professions, industry people feel that it is a thirst for fame and glamour that is driving people to areas like these.   

"Everybody wants to explore new areas. Fields like modelling and acting are full of glamour, name and fame. I think that's astrong enough reason for youngsters to be attracted toward it," said Bonie Gregory from Hyderabad, a software professional working with leading IT company Infosys [Get Quote].

However, Gregory feels that it is not an act of quiting the profession but "an act of seeking an opportunity without losing anything and many times, only for fun."

 "In our profession people generally switch over to higher companies for better packages and job profiles, but I never come across cases of people opting for a career in modelling and all. I think it is only because of the money and glamour that people are getting attracted to it," said another IT professional Neeladari who works with Wipro [Get Quote] in Bangalore.

However, those involved in the fashion industry find the trend positive and attribute it to the high potential of the fashion world.

"Consumerism and media exposure have strengthened the ad and fashion industry. This upsurge has made modelling an attractive career option," says famous fashion designer Katine Kochar.

Besides highly-paid professionals, show business is enchanting rural youth as well. With the growing fashion market and higher demand for male models, pageants like 'Mr India' are being eyed by youngsters as the perfect platform to a career in the glamour world.

"It's a very good trend, as such contests provide an opportunity to explore one's talent. They are like a first step toward a promising career in modelling," Kochar added.