The trend which has shown euphoric interests of highly-paid professionals into the glamour world, surfaced recently when hundreds of software professionals teemed up to take part in a modeling 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 per cent 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 centers employees and students of different professional courses sent entries for the contest, supposed to be a gateway for modeling career.

"We also got entries form different professionals, call centre employees and students from different cities," Bagga added.

At a time when Information Technology revolution in the country has established the sector as one of the most promising and money making profession, industry people feel that it was a thirst for fame and glamour that is driving people to areas like these. "Everybody wants to explore new areas. Fields like modeling and acting, are full of glamour, name and fame. I think, it is strong enough a reason for youngsters to be attracted toward it," said Bonie Gregory from Hyderabad, a software professional working with leading IT company Infosys.

However, Gregory feels that it is not a act of quiting the profession but "an act of seeking an opportunity with out losing anything and many times only for fun."

"In our profession people generally switch over to higher companies for better package and job profile, but I never come across cases like people opting for career in modeling and all. I think it is only because of money and glamour that people getting attracted to this," said another IT professional Neeladari who works with Wipro in Bangalore.

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

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

Not only highly-paid professionals, show business is enchanting rural youth as well. With the growing fashion market and higher demands of the male models, the pageant like Mr India is being eyed by youngsters as a perfect platform for the career in the glamour world.

"It is a very good trend as such contests provide an opportunity to explore one's talent. It is like a first step toward promising career in modeling," Kochar added. Hundreds of youngsters of rural areas mainly from Punjab, Jharkhand and Bihar have applied for Mr India World Contest which is slated to start from next month.

"In our regional audition round for north, we have received a whopping number of entries most of which are from people from small towns of Jharkhand, Punjab, Uttar Pradesh and Bihar. Many of them are from agricultural and defence backgrounds," said Kavita Bagga.