A PAIR of hungry-for-beauty eyes greeted Brazilian model Flavia. But she chose to ignore them, resolutely looking at the wall of a bookcase. Draped in bright coloured papers and spread all over the January page of a desktop calendar, her eyes seemed to follow a man who barely acknowledged her presence. That man is Kedar Kishore Malegaonkar who celebrates beauty through the viewfinder.

As you turned the pages, Carolina surfaced - another sensational import from Brazil. Kedar had chosen the duo to a give a different look to a paper company's lavish print campaign. One more reason to envy him. More followed.

To cut to the chase, Kedar, barely 27 years old, is a successful freelance advertising photographer work ing with some of the top agencies in the country: Lowe (previously Lintas), O&M, McCann-Erikson and Contract Advertising, on assignments ranging from the sublime to the ridiculous.

Although reluctant to spell out the exact figures (as HT is also read by the income tax officials, I sup posed), he earns about Rs 2 to 3 lakh every month.

His photographs for the print campaigns of confectionery giants Perfetti and Cadbury won O&M Asia Pacific awards in 2006 and 2007. At the prestigious New York Festival in 2003, his photographs carried a brochure designed by Mumbai-based advertising agency Design Temple all the way to the final round.

Now, he had a 550-square feet air-conditioned studio at Matunga with marble flooring, three flat-screen computers and two young assistants. The other things that showed up in abundance during an afternoon of an elaborate interview were his confidence and dedication to the job (and, of course, the local trains since the building that houses his office is very close to the railway tracks.) He was eager to share his what-made-Kedar-click story with the world.

Roses

"After school, I was faced with limited choices for a career," he said. "I couldn't have pursued science and commerce for fear of maths. The other option was to follow the heart, and it was in drawing." So he enrolled for the Bachelor of Fine Arts course at the JJ Institute of Applied Art, a five-year-affair. His parents supported the decision.

"My father, an aircraft engineer with Air India, is also an avid trekker and an amateur photographer, so you know where the genes come from," said Kedar.

He was spotted when his award-winning graduation project on a Mitsubishi Pajero campaign made it to an exhibition curated by the Communications Artists' Guild, an association of advertising professionals. "Black-and-white candid images with a catchline that said ‘It's me and I always thought it was SUV' got me a job with Design Temple," he said.

Then came a spell of bad luck. His computer, loaded with all the pictures he had taken until then, crashed. So did his dreams of getting into Griffith University in Australia. "I was also denied a visa to travel to the US to pursue a course at the Brooks Institute of Photography in California," Kedar said.

In 2002, at the age of 23, he abandoned the desire to go abroad, and decided to strike out on his own, resigning from his job at Design Temple. It wasn't exactly the arrogance of youth; could be a belief in one's self.

"When you assist an old hand, you tend to be influenced by him, and in the process your ideas lose their freshness," said the young veteran. "I took a year's break, made my portfolio and started doing the rounds of advertising agencies."

By then, the second round of coffee arrived, and he stepped out on to the balcony to escape second-hand smoking inflicted by the interviewer. The fifteenth train had hurtled by, and he was ready with the caveats to this glamorous profession.

Thorns

"It's a tough job," he averred, one full of uncertainties even when everything has been worked out in detail. "During a shoot for fashion designer Gayatri Khanna, who was launching her party clothesline, a minor voltage fluctuation threatened to spoil everything. The model's hair was burnt at the tip, and she was upset. It required a good deal of pampering to get her back in the mood."

"That very day, someone, very foolishly I must say, decided to iron the clothes while Kamal Siddhu was wearing them, and burnt her skin."

Then of course there were the weather gods and their vagaries. In a village off the Mumbai-Goa highway, the entire unit prayed hard for the rain to stop for a few minutes on a July afternoon. It didn't, and ICICI's Freedom Account snapshot showing a woman enjoying the breeze on a hot day finally happened with the aid of a blower, artificial lights and reams of framed cloth (for protection from the rain).

"There are hazards, too, when working with stars like Daler Mehendi and Priyanka Chopra, who are always hard pressed for time," Kedar said.

Kedar has a fan following. His former boss Divya Thakur from Design Temple has fond memories of him: "I was struck by the quality of his work. He had developed an international style with distinct European sensibilities without having travelled much. I think his success as a photographer can be attributed to his command over graphic designing."

For someone who keeps a safe distance from discotheques and hangs out with only a handful of friends, marriage was the next logical step in life. Kedar is enjoying domestic bliss with a graphic designer, also a JJ alumni. They live with his parents in Thane. He is happy with the way life has shaped up. If god listens to him one last time, he would do everything to become a National Geographic photographer.

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Case Study

CHATROOM: FREEZE FRAME WITH KEDAR MALEGAONKAR

What mankind can't see with both eyes open, a photographer captures with one eye closed.

His inner eye makes all the difference.

Why photography?

I want to combine the principles of design and photog raphy, and execute my ideas the way I want. The whole process of seeing an idea transform into a picture, in fusing life into it, gives me the feeling of a creator. While a cinematographer has the luxury of 24 frames to con vey an idea, a shutterbug has all but one shot to prove himself. What mankind cannot see with both eyes open, a photographer captures with one eye closed. It's his in ner eye that makes all the difference.

What's the best thing about the job?

You freeze a frame and arrest a memory that lasts long af ter you are gone. That way, you become a living memory for posterity. It's a strange feeling when I go back to a pic ture. It's not just the moment frozen, but a whole lot of forgotten memories flood the mind. I'd recommend photography to those suffering from dementia. It's the best way to stay connected with the past.

And the worst thing?

 The brute competition in this profession can be nervewracking. People can stoop to any level to get their job done and that has led to rampant exploitation by clients. It's extremely difficult to be honest and succeed in this profession.

Can I learn photography on my own?

Of course. One of the best ways to learn is through trial and error. All you need is a basic SLR (single lens reflex) camera, preferably a digital one, and start clicking. Your subject is the world. Do not restrict yourself to a particular subject in the initial days. Click anything that catches your fancy, and while clicking you will gradually develop a sense of space and proportion.

Whom does this job attract?

Mostly youngsters who love to travel, experiment with life, see beauty in the mundane. Essentially, he has to be a poet at heart and nurture a bohemian spirit.

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Case Study

SET FOR LIFE: ASHISH SHUKLA ON GETTING THE PICTURE RIGHT

A formal training in commercial art taught me to think out of the box

LIKE MOST creative people, Ashish Shukla is hyperactive in the toilet - at the cerebral level of course. His awardwinning short film The Lock was conceived there after a hard day's work. It was shot in Tamil, which is as good as Hebrew for him as he doesn't read, speak or write it.

The theme of the film was ‘neighbour' and the message was simple: love thy neighbour's wife more than your neighbour. Pretty explosive content, eh, but Shukla, a deeply married man at the age of 26, shot scenes of sexual intimacy, exposing very little. Yet, The Lock opened the floodgate of opportunities.

Director Anurag Kashyap appreciated his efforts and asked Shukla to join him. Shukla is working with him on two projects right now: in Dev.D, a modern celluloid version of Devdas, the love-sick hero, Shukla is the creative head, determining the look and feel of the film. The second one is a tribute to Benares.

"A formal training in commercial art taught me to think out of the box," said Shukla, an alumnus of Raheja School of Art, Worli. With no family genes to spark off his movie ambitions - his father works with the Railways - Shuk- la, a self-professed black sheep, is earning close to a lakh a month.

He had worked as a graphic designer with Lintas advertising agency before joining the art school.

The first test of endurance came when he had gone to meet Prahlad Kakkar, the boss of Genesis Films. "I was still a student at Raheja. The day I landed at one of his ad film locations, he was having a bad day. He was furious with his assistant directors. Too terrified to speak to him, I waited for a good 14 hours at the spot only to find at 3 am that he had left through the back door. I worked with Kakkar as his 14th assistant for six months," he said.

After college, it was marriage. Almost simultaneously, he joined Contract Advertising as the creative head. "But I wanted to make films, so I quit." Right then, bad luck intervened. "I broke my collarbone and was confined to home for four months. That was the time I was also exposed to world cinema," he said. Iranian film maker Majid Majidi and Mexican director Alejandro González Iñárritu (Amores Perros) left him stunned.

Once he was up and going, The Lock was made, and life took off. "A grounding in commercial art helped me determine the colour schemes of Dev.D, gave me a sense of proportion for composing the shots. It also helped to home in on the right locations," Shukla asserted.

One art form has led to another. Shukla is also writing the script of Varanasi, a humorous film - apart from contributing regularly to the blog Passion for Cinema.

"There are reasons to believe that Benares, not Lucknow, should be the political capital of UP. The tea stalls of this ancient city and the Benares Hindu University are the breeding ground of politicians. You will find aspiring netas dissecting anything from American imperialism to mohalla politics with seasoned politicians," he said.

The artist in him has got the picture right. It will soon be over to Kashyap to call the shots.

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Case Study

a day in his life

6:30 am: His mom sounds the alarm. The world seems a little out of focus, the depth of field is fairly low.

6:45 am: Time for multi tasking. Coffee with news papers, pack the must haves, a quick shower and shave.

7:15 am: On the highway, gearing up for a 45-min ride to the studio. It's usually a smooth ride as the road is relatively free of traffic.

8:15 am: He reaches the studio, takes a deep breath and composes himself for the day's work. Dash for the shooting spot, which if he's lucky is close to his studio in Matunga.

8:45 am: Breakfast at the shooting spot; anything that's light, may be poha.

9:00 to 9:15 am: The crew and models reach the spot. Quick discussion about the shoot. Oversees the lighting set-up, makes phone calls.

10:15 am: The photo-shoot begins. There's hardly any time to breathe.

2:00 pm: Lunch break. This time, mostly a north Indian thali. There has to be dessert. Again some quick discussions about shots to follow.

3:00 pm: Back to work, clicking to the best of his ability.

6:30 pm: Packs up, checks the cards containing the images of the day, checks the back-up of the images shot, plans for the next day.

7:00 pm: Comes back to the studio. Processes the data in his computer, packs for next day's shoot.

8:30 pm: Heads home, dog-tired.

10:00 pm: Light din ner, chats with wife, tells her all that has happened at work. The world suddenly starts getting blurred again. Sleep strikes in no time.

10:10 pm: The world is one huge black hole.

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Case Study

rapidfire

Sun sign: Aquarius

Favourite car: Mitsubishi Pajero

Morning or night: Late night. I'm a nocturnal creature.

Beach or hill station: A beach near a hill station

Favourite clothes: Casuals

Least favourite clothes: Formals

Favourite music: Light classical instrumental

Mocha or Barista: Barista

Spaceship or submarine: Spaceship

Scuba diving or skiing: Skiing

Spa or trekking: Trekking

Chak de! India or Om Shanti Om: Chak De...

What do you want written on your tombstone: I'm just a click away.

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Corporate Ladder

GRAPHIC DESIGN

Level I: Internship for 3 to 6 months with an advertising agency or a design firm

Money: Rs 6,000 to Rs 9,000 per month

Level II: A year later

Money: Rs 12,000 to 15,000

Level III: Senior graphic designer

Money: Rs 25,000 per month

Level IV: Creative head of an agency

Money: Rs 50,000 and above per month

Level V: Set up your own agency

Money: At least a lakh per month

ART DIRECTION IN FILMS

For placements, you can log on to www.1takemedia.com, one of the largest jobs portal dedicated to the film and television industries

Level I: Assistant to an art director

Money: Rs 5,000 to Rs 10,000 per month

Level II: After a couple of years, senior assistant to an art director

Money: Rs 20,000 to Rs 35,000 per month

Level III: Art director.

Money: Depending on the scale of project, Rs 10 lakh per film if it has a big budget.

ADVERTISING

PHOTOGRAPHY

LEVEL 1: NEWCOMER

Internship for six months to a year with an advertising firm while in an art college. You could start off as an assistant to a senior photographer.

No pay at all

LEVEL II: A YEAR LATER

Permanent assistant to a photographer Rs 10,000 a month

LEVEL III: 2-3 YEARS LATER

Strike out on your own after building contacts and handling small assignments independently Rs 5,000 to 10,000 a day

LEVEL IV: ANOTHER 2-3 YEARS LATER

Once big ad agencies know you and you have worked on renowned brands Rs 15,000 to Rs 25,000 a day

LEVEL V: ANOTHER 2-3 YEARS LATER

You can set up your studio with lighting equipment and high-end cameras. Rs 50,000 to Rs 60,000 a day

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SKILLS

A basic knowledge of aesthetics is a pre-requisite. While training your lens on a subject your sense of composition, space division and light will make all the difference. You should have a clear picture of what exactly you want the frame to convey in your head before you press the shutter. Technical know-how is very important. You should know how to operate a camera and lighting equipment. You must have a thorough knowledge of different kinds of lighting such as studio lighting and outdoor lighting, etc. For post-production work, you should be comfortable operating computers and using software. It helps if you have a basic knowledge in printing technology. You can then work towards a picture keeping in mind how it will be reproduced.

>> More on www.hindustantimes.com/hotnewcareers

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TRAINING

SIR JJ INSTITUTE OF APPLIED ART

Tel: (022) 2262 –1276

Course: Applied Art, a four-year degree

Cost: Rs 4,000

SOPHIA POLYTECHNIC

Website: sophiacampus.com

Tel: (022) 2363-0157/2363-2147

Course: Applied Art Cost: Rs 5,500 approx

RACHNA SANSAD COLLEGE OF APPLIED ART AND CRAFT

Tel: (022) 2430-1024

Course: Applied Art, a four-year degree

Cost: Rs 2,40,000 approx

LS RAHEJA SCHOOL OF ART

Tel: 2642-1728

Course: Applied Art

Cost: Rs 3,000 approx

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GO GLOBAL

After graduation, one can go to countries like the US, UK and Australia to pursue higher studies in photography. Some very good centres of learning are the Brooks Institute of Photography in California, US; New York Academy of Art and New York Institute of Photography in New York, US; The London School of Photography in the UK; Institute for Design and Griffith University, in Australia.

However, it's an expensive proposi tion. After the course, it's best to stay on for some time and work as an assistant to a renowned photographer.

Those working in India can display their works on their own website. If an overseas agency finds the images interesting, they may want to collaborate with the photographer. If one is already working with an international agency, which has offices in Mumbai, chances are the agency might recommend the person to its branches abroad.

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PLUSES AND MINUSES

1. Work can be immensely satisfying and challenging as well.

2. Recognition comes fast if you are creative and deliver consistently.

3. You can earn up to a lakh of rupees per day if you are in the top bracket.

4. You get to travel a lot and meet different people.

5. There is immense scope to experiment.

6. Work pressure can be such that you can be cut off from your family.

7. Working long, often without a break, can lead to ulcers.

8. There is tremendous deadline pressure.

9. Some clients can be horribly demanding and cranky.

10. High-end cameras and equipment are prohibitively expensive.

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THE INDUSTRY - Art of the matter