Framing India Inc

MUMBAI: It would be difficult to find a face you did not recognise in Atul Kasbekar’s portfolio of work. Now, the celebrated lensman is consciously making a clear diversification from the world of glamour, towards Corporate India.

“After years of celebrity shooting, one suddenly realises that most of your friends are CEOs,” says Kasbekar, looking through his Canon lens. This is not the only reason that led the ad and celebrity specialist to launch a portraiture service for high-fliers in the corporate world.

Besides finding a niche, it was the challenge to do something more than just “Art for the mart”, which is what Kasbekar calls a large part of ad and celebrity shoots. He possibly felt it’s time to do some soul searching and set a benchmark for himself. May be, work like Richard Avadon, whom Kasbekar calls his God.

Kasbekar’s Corporate Image seeks to “photographically capture the personality of a company through the individuals who lead it.” To begin with, Kasbekar will shoot everything himself but he is looking to add a few more lensman to the job in Delhi and Mumbai. Cost? Same as he would charge for his ads.

“There is no real premium on this. The challenge is to make it an experience for corporates who are not used to facing the lens,” adds Kasbekar. To just give you an idea, a four-set comprehensive shoot for a corporate involving shoots at plants, offices, home and lifestyle could cost approximately Rs 5 lakh.