Celebrity photographer Atul Kasbekar does a volte-face and goes in front of the camera models as brand ambassador for luxury Swiss watch
Celebrity photographer Atul Kasbekar does a volte-face and goes in front of the camera models as brand ambassador for luxury Swiss watch
When photographer and celebrity brand manager Atul Kasbekar was invited by his client Shahid Kapur for the private screening of his film, Atul regretfully had to turn him down. Atul's company Bling represents and handles Shahid's endorsements, amongst those of other stars, and Shahid demanded to know what was keeping Atul so busy. "I told him, 'Look this is really embarrassing, but I've been chosen as brand ambassador for a Swiss watch and my shoot happens in Delhi that day.' Shahid laughed and said, 'You're kidding me!'"
'World's worst model'
And so the tables have turned on one of India's most famous photographers Atul Kasbekar preened, posed and wooed the camera as a model for luxury watch brand Carl F Bucherer. But Kasbekar laughs at the suggestion. "I don't think I know my best side," he says, when asked if he had his best profile ready, "I'm the world's worst model, so I created a comfort zone around the shoot. The photographer was fashion photographer Tarun Khiwal, a friend who assisted me many moons ago and who's brilliant at his job. The clothes came from Arjun Khanna as well as Akbar from Gabbana, while the stylist was Akanksha Nanda all people I heavily trust." 
Strong at the wrist
Shot at a luxury hotel in Delhi, the photographer is seen wearing a steely Carl F Bucherer in an all-white suit or teaming one with a black bandhgala while lounging casually by a sweeping staircase. It's ironic, considering most of the luxury watch commercials in India have been shot by Atul Shah Rukh Khan, Abhishek Bachchan, Priyanka Chopra, Sushmita Sen, tennis star Carlos Moya, Rahul Bose, Lisa Ray and Yana Gupta have all put their hands forward for the photographer. So while Atul didn't suggest any ideas on how the shoot should be, to Tarun, he admits, "It was easier because I knew how the wrist should be. And I was just trying to be a good boy on the shoot!"
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'My wife cracked up'
It all fell into place when a friend of Atul's, a watch distributor, suggested he model for the brand. The only other brand that Atul endorses is Canon cameras, an obvious choice as a photographer. So Atul first brushed off the watch commercial as his friend's idea of a joke, but straightened up when he saw Carl F Bucherer's ad campaign worldwide. The luxury watch chooses professionals, like a famous photographer in Germany or an industrial designer and an architect in Switzerland celebrities in their fields. Atul fit the brand to a T. A dossier was sent, a Bucherer executive came down to suss out the photographer and Atul was on.
What were the reactions of his wife and 13-year-old twins to Atul modelling? "My wife cracked up laughing. My kids were very worried that there would be a TV commercial. But most luxury watches depend on print ads, not TV."
Watch purist
It helps that Atul has always loved watches and owns about 20 odd ones. "My first watch was an HMT one I had in school and when I passed Class 10, I got a really nice Titan from my parents. I owned a bunch of Quartzes, but once you move to automatic, you make that shift. I'm pretty much a watch purist."
Like the good, responsible brand ambassador that he is, Atul is already sporting a Carl F Bucherer this time a heavy, stylish black leather and gold wristwatch. He jokes, "I've locked my other watches away and my friends are saying, 'Can we bum them off you?'"
No Kingfisher calendar poses
Atul's company handles celebrity endorsements and builds brands around stars like Deepika Padukone, Shahid, Sonam Kapoor, Abhay Deol, Arjun Rampal and Konkona Sensharma and Jacqueline Fernandes (Aladin actress), so it's funny how he's an ambassador today.
How does he perceive brand Atul? "It's flattering, but I find it unnerving to think of myself like that. Years ago, a friend of mine told me in the college canteen that he never wanted to see himself like a cola bottle. I asked him what he meant and he said, 'You know, millions of them and you can't tell the difference.' I can't imagine many people who have worked harder than me and yet I bust my a*** trying to be current and innovative in aesthetics and equipment so I can be on top of the game. I do what I have to do I guess that's my brand."
And finally, the burning question that you have to ask the photographer of every oomphy, seductive Kingfisher calendar featuring a carnival of bikinis. Wouldn't it have been sweet revenge if he had posed with the watch in just a pair of tiny Speedos? "I'd need to get a six-pack first to take my shirt off and that means living like a monk! I could never do that. I only exercise so I can eat and drink what I like," he says cheekily.
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