| Fashion consciousness is really going places…!! You can imagine being fashionable and trendy in the big cities and metros, but when you hear about it happening in the little towns and villages, especially in India, there is a bewildered reaction. We were really rattled too, when we were called by one our favourite agencies, Quiksel Communications, to co-ordinate and produce an ad-campaign for a client based in Ahmednagar, namely, Kohinoor Cloth stores. Our perception of Ahmednagar, as a small town, was extremely conservative and backward, but we were shocked to know that this store, which was one of the oldest retail outlets in Ahmednagar, had recently transformed itself into a 3 storey mega-branded shopping mall that had transformed the fashion scene of Ahmednagar!! From the brief, we gathered that this had to be an exclusive, tasteful and aesthetically shot campaign where the pictures spoke for themselves.
We knew we had to get in the best talent for this one!! So, we called in Mr. Atul Kasbekar, the legendary fashion photographer, fresh out of his campaign of Kingfisher, and spoke to him about it. He agreed to shoot but even he was quite surprised as to how a client from Ahmednagar wanted to hire him as Ahmednagar is not a place one usually associates with big spends on fashion!! Nevertheless, what we shot was the first ever professionally shot path breaking campaign for Ahmednagar…go ahead…take a look… |
