Brands are increasingly realizing that their core customers are often mature women with significant purchasing power. As a result, seeing a "MILF model" in an advertisement for high-end skincare, luxury automobiles, or sophisticated evening wear resonates more deeply with the target audience than a younger counterpart might.

: President of Media & Content at Reliance Industries and former CEO of Viacom18, she actively seeks "stories with a purpose". Monika Shergill