Knowing how to look is a completely new system of spiritual surveying. Knowing how to look is a way of inventing. And no invention has been as pure as the one created by the unaesthetic stare of the extremely clear eye, free from eyelashes and the Zeiss: distilled and attentive. Photography, pure creation of the mind!
The Photographer in me took root early, growing up among a family of artists who guided my foray. From Delhi’s illustrious St. Columba’s School to the Symbiosis Institute of Mass Communication in Pune, wherein I grounded myself in the fundamentals of photography on a manual slr camera. However, My learning of fashion & its photography really developed while studying at the highly acclaimed ‘Parsons School of Art & Design’ in Paris (Paris College of Art). It was here surrounded by the rich art & fashion photography culture of Paris that I really came into my own and crafted my personal expression of beauty, style & photography. Car, Product & Food Photography I practiced at the prestigious ‘London School of Photography’ in London. Participating in ‘Recontres d’Arles’ –the globe’s biggest photography festival in the South of France was the icing on the cake. It is these times spent honing my craft in France & England that have shaped who I am today.
Diving into advertising I worked with director Pradeep Sarkar, Abhinay Deo and my mentor Mr. Piyush Pandey. Without the lineage and expertise of these fine gentlemen, I wouldn’t have been a brighter spark. YRF’s ‘Lafangey Parindey’ happened and my photographs of Deepika Padukone became the identity of the film, next was Nikhil Advani’s ‘Patiala House’ wherein photographs I created were seen on the Cinema Screen as part of the film. Prestigious Advertising Campaigns with clients AUDI, British Airways, ITC, LG, Samsung, Jon Hopkins, Cipla, PETA & Pidilite etc. and numerous photo spreads in the press followed suit, and as the cliché goes there was no looking back. To quote a leading newspaper “Pavitr is one of the few photographers who has shot stalwarts from Amitabh Bachchan to Shah Rukh Khan, and created stunning images of almost all of bollywood’s leading ladies including Deepika Padukone, Sonam Kapoor, Priyanka Chopra, Vidya Balan & Raveena Tandon amongst many others."
Currently working with the best advertising agencies Ogilvy & Mather, JWT, McCann, Grey and a host of others, leading fashion publications, film-production houses and a distinguished set of celebrity clients. I keep an eye out to create my next beautiful photograph & I hope my images tell you the story i intend to.
Article in the Hindustan Times, HT Cafe, Page 2, on 29.11.11 ;
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