Investigating how beauty pageants are promoted in India: A case study of Miss India 2020

in response to the Covid-19 Pandemic.

Abstract:
This research focuses on beauty in India. Beauty competitions are in the fashion in the new day.
Each second person needs to support his brand with the beauty pageant. Beauty parents are made
to make money and be famous. The key objective is to explore means of promoting in India in
particular. A case analysis will be conducted in the COVID epidemic with Miss India 2020. The
entire world was devastated by the pandemic. The effect of COVID on Miss India 2020 will be
shown in a case report. Marketing plans in the beauty pageant play an important part. Each
nation has various ways to promote its audience. (Everhart, 2011) Each event marketing team
faces challenges. Researchers should know the goal in order to do the analysis. The analytical
data will be obtained for analysis after the answers have been received. The challenges faced by
the marketing staff and the ground realities can be seen in the report. Since a team working
behind the camera will clarify the event's fundamental truth. Our aim is to identify and conduct
research on these issues. The economic growth and loss research data will also demonstrate the
effect on Miss India 2020 of the COVID pandemic. This study is relevant because things can be
obvious behind the beauty pageant and their efforts are visible.

ANALYSIS
A normal girl is someone that is not only proud of her own accomplishments but also of the
successes of her kin. She smiles for you, tears for you, and when the whole world turns its back
on you, she is still there behind you. She supports you all comprehension and always
unconditionally forgives you. She lays her dreams on the wayside to support her family. She
unconditionally offers, cares beyond reason and always forgives you. When she's excited, she
shouts and when she's down she smiles. She is proud of your accomplishments and keeps your
hand to your deceptions. Yeah, that's the real lady.  You won't find her on a pageant of elegance,
no! In the store, you'll find it shopping for food, presumably wearing something robust like
squared heels and jeans and tee shirt. You'll see her in a department store looking for a cream
vial and put it in haste to get her son a pair of boots instead.  In a cricket match, you can hear her
cheering enthusiastically even though she can't understand or care about the match. You see her
watching the blind walk down the road. You will hear her singing herself at Sunday mass. Yes,
that'd be her—the perfect, true lady. Are pageants misogyny, reductive or toxic to girls
implicitly, or will these competitions enhance? And who would better explanation the perplexing
problem than the current reigning Miss India 2020 winner,"Manasa Varanasi, Manika Sheokand,
and Manya Singh"? Today's intensely disputed Miss India 2020 will be shown on Colors TV.
"This is an unjust critique. It is interesting to note that beauty pageants have changed over the
years, "said Manasa Varanasi, who now is able to serve India and perform on a global level at
the Miss World 2021."We are given an opportunity to commit and fully dedicate ourselves to a
cause. And that's more important than our physical qualities in this rivalry," Varanasi said. She
pointed and she's a skilled engineer and worked with a finance company before being part of the
hotly disputed Miss India 2020.
Data collection will take place between 15 and 28 March 2021 for this study. Because of social
distance and when participants are in India, online interviews such as Whatever the application
video call, Zoom meetings and JISC Online survey etc. are performed, or by email. To conduct
the sample survey so that the effect of covid can also be discovered for study. And the study will
be conducted on the officially licensed university website by the JISC online survey.
To invite the members, I will use email or call/what the app message to reach them or their
assistants. The phone interview will take about 15-20 minutes and the questionnaires will be sent
by email 12-15 minutes. Record of each interview with the consent of the participants shall be
saved.
To ensure confidentiality and professionalism, interviews and surveys are ethically carried out.
Until doing studies, the ethics community of the university will obtain approval. Ethics has the
rights to authorize and disseminate the results of science. For the interview of the researchers,
participants will be told by the participant's information sheet, which is authorised by the
supervisor. Since the issue is not that delicate but financial information is required for study to
gather the data, participants must agree to share certain information in order to prevent disputes
for everybody in future.
The most critical aspect of all science is data processing. In order to analyze the study, it would
be necessary to verify if the research goal was achieved. The first move will be descriptive
statistics, from which the summer of the study would be derived. If analysis involves fewer
people, descriptive statistics are the right method for analyzing data (Bhatia M,2018). We have
fewer participants in this study to do the interviews, but the designation is strong. I will receive
big information from this participant that shows us why we have to make a beauty pageant, why
we participate in a contest and sponsor the beauty reagents. Sponsors also participate in beauty
pageants using ROI formula. In the Mayan Indian pageants thesis in Guatemala (Schackt 2005),
it says that the pageants have created a medium for Mayan celebration through elegance. Both
participants are Mayan Indians and they must wear their native town's traditional folk costume.
This and many other Indigenous pageants have been aimed at preserving and enhancing
traditional ways of cultural expressions. The Indian queen is chosen, not so much because of her
appearance as because of her capacity to embody cultural 'authenticity' (Schackt 2005:269). The
point that it is a cultural contest, not a beauty pageant, is popular in cultural pages like that,
which aim to reward cultural 'authenticity,' cultural customs and cultural rituals. Although they
do this by selecting a woman as a representation of this whole 'family.' In the Mayan case the
pageant became a site of tension between traditional folklorist orientations and more modern
politized mayanist ideologies"
The JISC online survey will analyze the survey results of the participants. From which the
pandemic will have an effect. The most critical aspect of the analysis is the case report. The
participants are the basis of the beauty pageant and can provide better guidance on pandemic and
pre-pandemic changes. Most participants have been trying so several years. This allows them to
judge the disparity and to convey the sensation through the survey.
"I love to drive myself physically and intellectually. And, as abody who has also spent a lot of
time and resources in social issues, I think a beauty pageant will be the best chance for me to
combine what I want to do and everything I want to give. My goal of doing well is and has been
my main inspiration for this trip."
We have conducted some structured interviews to find the problems relating to our topic so that
we can get a brief idea of how the beauty pageants are being promoted in INDIA. These are the
questions we have asked to analyze the research area of our study.
The below questions have been asked to different people who are directly connected to the team
of this event like brand heads, and marketing agents and they responded like this.

Questions: Interviewee 1: Brand head Interviewee 2: marke ting

team
1. “According to you, “VLCC believes Beauty “A beauty pageant or beauty
what is the actual pageant is all about contest is a competition that
meaning of beauty confidence. Beauty is not has traditionally focused on
pageant?” only about external beauty judging and ranking the
but the positive thoughts of physical attributes of the
yours as an individual. contestants”
Beauty pageant is a platform
to showcase flawless skin and
good body but it also
represents the inner
wellbeing”

2. “What is the “Vlcc is proud to be a partner Print Media Promotion &

importance to be a in Miss India as our
sponsor of a brand philosophy is about building
like Miss India?” confidence and this a
platform of so many
confident ladies. These ladies
are motivator of millions of
more women”
Electronic Media Coverage
for the event so people able to
understand about the event
and process of participation.
Nowadays Social Media is
also one of the best tool to
promote such events.

3. “Did you got “We have not associated with  Advertisement

expected ROI of the this event for ROI. The marketing
sponsorship in Miss pageant gels well with the  Digital Marketing
India?” philosophy of our brand  Social Media
-Shaping Confidence. We got Marketing
associated as it strengthens  Public Relation
VLCC imagery of a
progressive brand”
4. “What was the There are different ways of For Beauty pageant event the
expected ROI from measuring ROI. This main challenge is to identify
Miss India 2020?” association was a relevant the key market for the
fitment for Brand VLCC promotion after that as per the
market which type of strategy
will work is an important
thing to finalize.

5. “According to you There are lots of benefits- For, any big beauty pageant
what is the benefits  Improves brand recall it’s require minimum 3-4
of sponsors in beauty  Strengthen imagery hours daily to finalize the
pageant?”  Relevant platform marketing strategy
geographically.

6. “Is the virtual event Physical events has its own Market selection for any type
was successful than charm however considering of branding and promotion is
Physical?” the pandemic Virtual events totally depends upon the
are better. Also with organizers. Whatever market
digitization reach us huge selected for the auditions of
the event will be the key
market for the promotions.

7. “To sponsor the Miss Yes it was a good decision Sponsors can get very good
India 2020 in the visibility across the event
pandemic was your because wherever the
right decision?” audition rounds happen
sponsor will get the space to
display their brand and this is
the best way to get the
visibility across the event and
to the proper Target Audience
which is must for every brand
before closing the
sponsorship for any event.

8. “Have you got any “Although we are an iconic “For Such Beauty Pageant
benefit from the brand with strong trust. This event the best brand to
sponsorship in you association has further promote is definitely beauty
products image in improve brand imagery” products related brand and
the market pr also some prominent clothing
consumer?” brand”

9. “What challenges “It was a very well- “During the COVID when
you faced in the coordinated event and we saw everything was virtual it was
COVID pandemic to the execution very smoothly very difficult to get all the
take part in the with lots of interesting brand participants online and
 beauty pageants?” integration” showcase their attitude and
style virtually”

10. “What impact you “COVID have impacted “Because of everything was
found in previous every business and virtual the major impact was
Miss India 2020 due events. However it is on the revenue side”
to COVID?” important how you shift
gears and look in
alternative ways of
planning and execution.
Last year was also
executed in the best
possible way. Proud of
the Miss India team”

Popular beauty pageants have a leading role in the globalized economy and they do so for a long
time. Pictures of the most attractive women are displayed at these activities. Although some
people appreciate foreign elegance, many women and social critics denounce them as reflecting
"hideous colonialism" and western hegemony (Hoad, 2004). In the study, details on titleholders
was discussed, their countries, the correlation among location influences and choice of top
contenders, and their secret social and economic, legal and social sovereignties behind foreign
pageants. As per these questions I have come to the conclusion that Miss India is promoting
positivity among girls and it helps that company very much making profit. It is a well-
coordinated show which helps girls and the company making profits and also showing the world
the charm of India. Beauty contests are community gatherings, and offer a forum for discussion
and cultural activity in religious and cultural cultures while deciding who the queen will be and
whom she will be representing in cultural, racial and gender terms during her reign. Fashion
shows in this context do not only describe the heats of populations as high-ethnic or low-ethnic
sensitivities; they also constitute the same sensation. Both are an area for discussions on history,
but also establishing the culture and social significance to be discussed. Racialized beauty
contests need individual contestants to learn some cultural abilities needed to make accurate
statements that they are a princess.
It is evident in the literature a critical study of secondary data using a qualitative approach is
conducted in this research. This thesis gathered knowledge about 'cultural, political and
economic hegemony' which informed the ideological building of the picture of 'beauty.'
Consequently, the main analytical methodology of the study is a 'qualitative inductive research
approach.' There is a deep link between analytical and inductive analysis. (BALOGUN, 2012)
Data were first obtained using specific secondary information, using an inductive analysis
methodology, and the results were used inductively to formulate theory, discourses, and
principles. Although the paper is mostly based on qualitative analysis methods, statistical
evidence concerning beauty goods and title holders of a massive foreign beauty contest were
used as help to justify this assertion between 1967 and 2017.
Recommendations:
On several occasions, Miss India's winners took laurels to the country in many international
pageants such as Miss World and Miss Grand International to name a few. The credit goes to the
coaches and mentors who played a role in the writing of several success stories. Neha Dhupia's
recomendatio we can quote her efforts are no less; her skills and knowledge have been brought to
the table and a host of talents have been transformed successfully. As the interactive version of
"Miss India 2020" goes, Neha shares useful experiences and share strategies with our won state.
(Johansson & Ganetz, n.d.)Hydration of the skin externally and internally is also necessary. Stay
hydrated to hydrate internally and to use coconut oil externally. Beauty pageants, whether locally
or globally, are vibrant places for the development and dispute of cultural significance. For
sociology engaged in unveiling the mechanisms of collective cultural development, they are
interesting events. Since turning from sociology of history to 'cultural societies' (Becker 1982),
mainstream culture research focused not only on cultural artifacts or signs as texts, as well as on
their development processes. Beauty pages are places rich in both symbols and cultural
development and share a lot of other prominent cultural sites like panel shows (Gamson 1998)
cheering squads and youth vehicle modifications (Grindstaff and West 2006). (Best 2006). Every
year, beauty pageants expose mechanisms by which societies define, debate and change its
cultural identity through their rehearsals, evaluation and collection of queens of beauty (often at
cultural festivals). The pop star is an individual (normally a woman) selected by a lot of persons
for a wider, frequently national audience to symbolize their common identity. Beauty queens are
typically selected by means of beauty pages or competitions that may differ by social
background, environment and judging requirements.
Conclusion:
“This paper aims to offer an analysis of beauty contests and also to explain the influence of
political development in the globalization of beauty. Beauty pageants encourage one to explore
the significance of cultural structures within fields of organizations or networks by viewing
culture as a collectively created product. “To maintain professional awareness during their rule,
they studied traditional Japanese arts "kimono, taiko, tea ceremony, and so on". They do this in
part to deflect criticism from Japanese American communities over "how assimilated, or non-
culturally Japanese", the queens have been. They are also aware of their traditional and
sometimes financial links with ‘homeland' Japanese corporations who fund the pageants and are
looking for a specific version of authenticity” Beauty Pages are fascinating cultural sites that
expose the effect of global beauty markets on marketing and consumption itself in the pageant
community. They are also places where inequality and cultural efforts at agency can be used to
negotiate sense in beauty. Beauty pageants often create beauty queens who, in racial, ethnical,
class and cultural terms, represent collective identities and develop the same identities.
(BALOGUN, 2012) Beauty pageants are community gatherings that provide a forum for
dialogue and cultural actions in religious and cultural cultures, where decision-making on who
the queen will be and whom she will reflect in cultural, racial and gendered terms. Beauty
pageants are, in this context, not just descriptions for high-ethnic feelings or low-ethnic
consciousness of the levels of communities; they constitute the same emotion. (Monsurat
Balogun, 2012) Both provide an area for discussions on society while still creating the context
and social sense to be discussed. Racial - cultural beauty pageants demand that individual
contestants establish a range of cultural abilities that they use to pretend to be a queen of
legitimacy”

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