Rohit is an artist by choice where the medium does not matter. From colors to film, the medium may have changed; the imagination to perceive has not. Always looking forward to a take that is fresh and energetic has moved him, and motion for the interactive market is not far behind. Educated at Sir J.J. Institute of Applied Arts, Mumbai, with majors in photography and assistantship with Jatin Kampani and Israr Qureshi in 2002 – 2003 made it sure what he has always been looking for.

Why are you a photographer?
It is a perfect blend of art and technology. As much as I am in love with art of creating pictures, the technology that can raise the bar of imagery is equally motivating. The physics of light and shadow and how it can be brought alive is very exciting. A lot runs through your mind and unless it takes shape in reality, the justice has not been done. It’s imperative to express and show what you really feel and share it with the world. Happiness comes when you share it with the world and find a connection.

Do you remember any decisive moment when you felt ‘I want to be a photographer’?
Several moments have been decisive moments that encouraged me to be an artist of light. I am a big collector of books and post cards from the very beginning. The “How to do this” has been very important and I believe has always pushed me to go ahead in that direction.

How is it like, shooting for clients in London and Budapest? How did you expand your work there?
The atmosphere is very charged in Europe. London and Budapest has an aggressive clientele but the idea of being an artist that reflects my style is the basis of everything. Comparison is not what makes you a better photographer in Europe. Your own voice and style does. Having worked in Dubai for a while gave way to meeting dynamic people in these cities that has initiated and opened opportunities.

Were there any particular role models for you when you grew up?
My role models have been artists and filmmakers. Always amazed by moviemaking and specially “One man Armies”. James Cameron, Bruce Lee and Robert Rodriguez have been big influences. Photographers whom I have known to follow their styles and have inspired me have been Irwing Penn, Herb Ritts, Bruce Weber, Nick Knight. I have appreciated their work for their independent styles and their courage to have faith in their convictions life long. I have attended many of their exhibitions at different places in Europe.

Who was the most influential personality on your career in photography?
Particularly one person has not influenced me. It’s the images and the variety in images has lead to it. The influences have been varied and all lead to the same road of “freedom and expression”

How has photography changed over the course of the last couple of decades? Is execution/art direction more important than it used to be?
Photography has become easier for everybody to understand in last decade. I can appreciate it better because I can also do it. This is how the consumers are coming closer to art and their affection and interest is growing. When you can understand something better, you appreciate its different sides. The technology has brought art lovers together and closer.

Execution and art direction has changed because of several tools that have made it easier to execute what you could just imagine in the past. Art Direction is always important, provided you know how to direct it. Just because we have tools won’t give it distinction of imagery. A clear and a fertile mind is always an asset.

What do you think of the current state of Print Advertising photography in India? Is it at par with the work done worldwide?
Print in India is parallel to how its consumers perceive it in India. The communication through imagery is a connection with its consumer. Print is doing well in India, but the comparison cannot be made here. French and English have a liberal style with humor involved and that reflects in their communication through print. In India family and closeness is a unique selling point that international brands also want to communicate in advertising. I think it is important for the client and the photographer to have faith and do something interesting, because beautiful imagery can definitely touch everybody. If we can add a little relevance in a humorous fashion, it would be refreshing and fun.

Where do you get your inspiration?
Inspiration is everywhere. Book, artists, movies, travel and an idea of thought can generate from wherever one goes. It’s just that the mind has to be naturally observant and engaged.

The whole idea is to be blown away with something that allows you to live in a make belief world that is reassuring and fresh.

Was there any time when you wanted to quit photography?
Quitting is when you are out of work and that is not a decision you make. An artist lives by his dreams, and I think we can be better entrepreneurs if we know where we are needed. We can’t ignore the fact that we want appreciation and a bunch of like-minded people who share the same enthusiasm. Quitting is not an option here.

Any current work in Indian Advertising that you find exciting? Especially Print?
Lots of beautiful work is happening in advertising. But I am waiting to see fine art photographers to come and dominate the print market through exhibitions and books. Print in advertising is the need that will keep changing.

What’s your dream project?
I would wish to start doing motion and still photography for my clients in India. This would probably start by mid next year under rdg photography. To provide motion and still under a very suitable, stylized and state of the art production, which is what most photographers are catering to in Europe and Unites States. I also have a book project in mind that has to be realized soon with the artists of South America, which involves shooting in South America in all seasons.

Who would you want to spend a dinner with?
If I got a chance it would be directors Robert Rodriguez and Stanley Kubrick on movies and their take on stories they wrote.

What’s on your iPod?
I pod runs on a mix of David Guetta and Greek party music!

Mac or PC?
Mac is keeping me alive everyday. Thank god for not putting me on the ventilator.

Rohit can be contacted via his website here