By Jasmeen Dugal, Bollywood Trade News Network

Women have been treated this way for years … today the mantle has been transferred to the macho sex … the pin-up poses, second-skin outfits, sexist reviews like 'hunk', 'stud', 'beefcake', and more recently, 'himbo'. But the actors aren't complaining about sex-ploitation. After all, sex sells and it has the power to jumpstart a career.

'He's beautiful – and what a body,' swoon his fans. 'He's macho and he can act,' say critics. Following a steamy debut in HAWAS, model-turned-actor Shawar Ali is slowly carving a niche for himself with a series of mesmerizing performances. So, is it flattering to be referred to as a sex symbol, I grilled him? "People say I am a hunk and it is flattering, but it's not ever been something I've been conscious of. Women often tell me that my macho look turns them on. Who wouldn't be flattered? I work out conscientiously and I am very proud of my body," he responded.

Post HAWAS, Shawar successfully evaded the Himbo stereotype and changed tracks. "I was never typecast! In fact, I was offered diverse films like ASAMBHAV, AB BAS with Diana Hayden, ISHQ DEEWANA with Meghna Naidu, KHAMOSH with Shilpa Shetty, and AMAR JOSHI SHAHEED HO GAYA co-starring Sunil Shetty." There is one beef though. "People sometimes write me off as, 'He's just a hunk!' And women expect me to be like the characters I play onscreen.”

"When it comes to films, sex appeal helps some and harms others. For actor Emraan Hashmi, biology is destiny - a fancy way of saying that Bollywood's sexiest man has got where he is today by kissing his leading ladies, a lot. No one who has seen the film has forgotten the lovemaking scenes between Emraan Hashmi and Mallika Sherawat in MURDER. The scenes are characterized by a tension between the camera and a total abandon on the part of the actors.

The film's unprecedented box-office success spawned clones and Emraan Hashmi consolidated his Himbo image by playing Dia Mirza's lover in TUMSA NAHIN DEKHA, an unfaithful husband in ZEHAR, a roving eye in JAWAANI DEEWANI and ASHIQ BANAYA AAPNE, a playboy in AKSAR and a narcotic-fuelled role in KALYUG. Doesn't he tire of playing Mr. Lover? "Show me some deference," he jokes. Emraan is comfortable with the fact that his Himbo image has been, to a large extent, his fate. And his bank balance! It's not an image he has discouraged and it's served him well. "People think my job is to turn up on the sets, look at my co-star through hooded eyes, and seduce her. Its worked for me; women like men with a bad boy image… who are passionate yet fickle. But, jokes aside, if you analyze my films, I've played intense characters. Lets see if I break out of this stereotype with my forthcoming release GANGSTER."

If not, well, it's a living.