Behind the glare of floodlights, Guddu Singh, a makeup
stylist, Yamini Yadav, a hairstylist and a wardrobe and
accessories stylist, Manish Dron and his assistant Bornali
are hovering to ensure that the model’s make up shows no
smears, no strand of her hair is out of place, her dress has
no wrinkles and all props are in the correct position.
The art director, Anil Kumar, checks with his reference
sketches and shots that the cameraman is capturing what he
The light man adjusts the lights and the umbrellas to
deliver the right light at the right places.
This is the prelude to the photos for promoting Global
Gadgets, an exclusive store for gizmos and appliances in New
Delhi’s Khan Market.
When you finally see their ad, you feel there is no one
between you and the model.
But this is far from the reality of a well-organized team
that ensures the right shots.
In all this hum of silent activity, the model has to
present the right pose, the correct expression and an
It takes more than half an hour for the makeup to be
applied to the model.
After the base makeup, the secondary makeup – natural or
formal – is applied.
The so-called ‘natural’ make-up with light foundation and
lipstick is applied for sports and entertainment products
while formal make-up with heavy foundation and dark lipstick
is applied for formal and luxury products.
Another half an hour is spent by the hair stylist to get
the right look.
Meanwhile, the right dress is selected by the wardrobe
stylist from the rack, ironed and put on by the model in the
changing room followed by the appropriate accessories and
The model can wear hot pants or jeans with sneakers for
sports and entertainment products but a long dress and
high-heels are needed for luxury products.
The preparation for the shoot can take up more than an
OK, now it’s show time!
You are ready to get in front of the camera.
The digital camera has made this task easier as the
photographer can instantly see what he has clicked.
And also click dozens of shots instead of a couple of
So at the end of the photo shoot, you get a few hundred
shots from which the art director can choose from.
Sure, the model is attractive but the aim is to focus on
This is the challenger for the model and the
Despite the presence of the crew, the photo shoot is a
silent duet between the model and the photographer.
They have to be in complete harmony to get the best
The photographer cajoles the model to offer her best
pose; the model obliges and looks at the result with
concern. If it all clicks, both are relieved.
Then they proceed to the next shot which requires two
Another model, Aryaa Singh, now appears under the lights
and they both position themselves around the product.
They both offer a number of alternatives until the art
director and the photographer are pleased.
Only then, the clicking begins.
This goes on with clockwork harmony until the shoot is
Photo shoots are booming with Ecommerce catching on in a
big way in India.
An Indian spends Rs. 10,000 or $150 every year on-line.
So all portals and sites selling every product,
especially garments and consumer goods, need a constant and
huge supply of photos to showcase what they want to push.
Thus many sites have in-house studios for round the year
Tall, beautiful girls in college make good money by
modelling, in addition to established models who charge
bumper fees. Just when digital photography has made almost
everyone a photographer, professional cameramen are raking
in the moolah.