Sunday, July 5, 2015

This Photographer has been creating waves across! Read why!

I recently had the wonderful opportunity to talk to someone who has been breaking barriers, carving a niche for herself and currently is one of India's finest Industrial/ Product photographers.

Here's bringing to you, Shraddha Kadakia,- a Visual Communicator is the Founder and Managing Director at Just Click Image Making Company. With her unusual stint for commercial photography Shraddha founded her entrepreneurial dream right at the age of 21 to turn it into a mythical congregation today that serves the industry with the delight of art, workshops, training and consulting apart from photography and filming, which form the core of Just Click’s offering.
A photographer with a difference, her subjects are intriguing. Shraddha specializes into automobile and commercial photography– a domain usually reserved for men. Within a short span of nine years, her zealous vision yielded her desired clients like Skoda Auto Ltd., Bajaj Auto, Apollo Tyers, DC Design, Maruti, Hero Motocorp in the automobile industry and uncountable others across corporate, industrial, fashion and architectural sectors. Having experienced the focus and appreciation given to photography in United States, she feels a strong urge to spread the awareness in her homeland and seed a positive respectable perspective for the field of photography.

So I asked her some questions on her career, the genre of photography and talk about her experience so far. Read on to know more:

What is the exact definition of an Industry photographer according to you?              
Industrial photography is the art of bringing life and grace to lifeless objects like machines and tools, thereby personifying them through a camera lens in a quest to visualize a screw nail or a turbine express and talk.
An industrial photographer should be able to give justice through imagery to all the machinery.  It’s a reverse job of making lifeless machines look glamorous and capturing the grandeur of the action packed mechanics industry in one pic/mug shot.

Sustaining in rugged conditions and facing hardships are the intrinsic qualities of an industrial photographer.

I will not ask the usual how is it to be in an all men industry, but tell us what are the challenges you faced while making a name for yourself?

My profession of photography starts as a rat race. The first challenge is to differentiation and standing out of the clutter. I recognized it well that fashion and glam photography do not send chills down my spine, the way shooting cars does! However the male dominance prevalent in the industry did not come as a challenge, but it worked to my benefit of being the only woman industry player.

Industrial photography involves tremendous hardships and physical challenges- sun strokes, rolling over mud and also shooting from heights. I ensured that I overcame these challenges by exposing myself to adverse conditions as much as climbing chimneys and bus roof tops to cut products on costs, thereby offering comprehensive solutions that fit clients’ pockets. As they say, “Make hay while the sun is shining!”

Technology is evolving day by day which leaves us with the quest to cope up with the emerging technology led competition. Innovation plays a key role in my job.

What camera and lenses do you use? Which is your favourite?
Canon 5D- Mark II. along with “G” series zoom wide macro lenses attached to the camera- 70-200, 28-135,12-24,100 mm.
DSLR is easy and handy and Canon is a user friendly camera. I am a loyalist.

If I had to click cars and bikes, what would be your tip to me? 
Cars need to appeal to your eye. I always see beautiful models posing at me in the camera when I shoot cars like Skoda or a Hero bike or even a heavy vehicle like Eicher! One needs to keep exploring the object from all the angles possible. Overcome fears and take some extra risk for best action shots. Try capturing the image of the car/bike in movement; it looks livelier that way.

What are the steps you need to take to get noticed and get more work? 
It is purely your work that speaks for you in the long run. Apart from that, there are some basics you need to follow for any nature of business- Be available, innovate, emanate confidence, stay connected with your potential stakeholders (clients, Vendors, human resources), differentiate yourself. To sum it all, you need to market yourself to roar and resonate in the jungle!

Do Indian clients pay well or do the overseas ones treat you better?
The overseas cash in-flow holding higher currency value, definitely has an edge over the Indian counterpart. Nevertheless, the Indian market is booming and the demand for industrial photography shows a rising curve, thereby widening the scope of commercial gains at par with the overseas clientele.

Have you ever been offered to do weddings and portfolios etc?
We do have another team dedicated to other realms of photography. But industrial photography has been my passion.
What are the precautions you take before signing contracts?
We always associate with clear and crisp contract guidelines, as a rule of the service industry. Every strategy and practice is well communicated during the signing of contract. Also, we ensure that the pre-production work is strong enough to win the clients confidence and trust in us until the entire deliverables are handed over.

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