Click to play videoMumbai: What's in an image? A lot, according to Atul Kasbekar, who after having photographed a galaxy of stars will now capture the titans of the Indian corporate world in images that will help build brand identity.
With the launch of a new image management firm, corporates can add that dash of filmstar-like glamour into their lives, and if Amitabh Bachchan is endorsing it, the idea looks promising.
That's exactly what he is doing for ace lensman Atul Kasbekar. The Big B has just launched Kasbekar's new venture in image and identity management.
"We've been shy and reticent in the past and not wanted to talk about ourselves or project ourselves in a positive way. This is a step in that direction," says Amitabh Bachchan.
"We live in a world of images and corporates are pretty much the royalty of India. If you are going to be photographed that often, you may as well be shot well and that's where we come in," says Kasbekar.
And when it came to the most glamorous amongst the not-so-glamourous CEOs, the idol and his fan Kasbekar had a unanimous choice - Vijay Mallya.
"Somebody as flamboyant as Dr Vijay Mallya. Most of the flamboyance reflects in his entities as well," says Amitabh Bachchan.
"Mallya is way up there. He is very camera friendly and he is a good looking guy," agrees Kasbekar.
So if a corporate honcho wants to build an identity for himself and his organisation, he may as well step out of the confines of the boardroom and just pose.
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