Wanted at weddings

photos for life

His photographs are not mere stills, but appear to come alive with nuances of emotions captured for posterity. Prakash Tilokani (51) is an ace wedding-photographer based in Vadodara who has elevated the genre of wedding photography to a form of artistic expression. If the Ambanis, Ruias (Essar), Munjals (Hero Honda), Singhanias (LML Scooters) and other industrialists hire him, it speaks volumes about his work. He is the one who frames the intimate family moments of the rich and famous.

Learning curve

True to his name (Prakash), he loves playing with light to brighten or subdue images, enhancing the look of the subject. Even his office is invitingly aglow with natural light filtering in. This spreads warmth and cheer, so characteristic of his personality. With his social skills and endearing ways he ably captures human emotions with panache, putting people at ease, and without intruding into their personal space.

Prakash’s tryst with photography began in 1973 at age 9, in a local photo studio near his father’s modest grocery store. He found his calling early on, being productively engaged in a creative field. He became well-versed in all aspects of black & white photography. “By the age of 15 I was a photographer,” said Prakash. He also learnt the tricks of the trade — like brushing the negatives with a white pencil to smooth out all blemishes and wrinkles. The studio he worked at was famous for making would-be brides more attractive and old men look younger.

A chance opportunity to shoot a wedding in a village all by himself at age 16 also boosted his morale. However, his father’s accidental death and responsibility of contributing to the family forced him to quit school after class 10, and look for a job. After working in studios, he was itching to freelance, for the creative streak and zest for entrepreneurship in him was too strong.

By 1984 he had carved out his trajectory. He opened a small 44 sq-ft studio with loaned money, which had furniture, a telephone and two staff members. “I struggled a lot,” remembered Prakash, who never lost sight of his goal as he always strived to improve his creativity and business acumen.

Who would have thought of clicking the pandals at a wedding when wedding photography was all about the bride and the groom? Prakash did. The decorative pandals were set up by one Satyendra Patel, a businessman, who was impressed by Prakash’s efforts. It was from his reference about Prakash’s work to Ahmedabad’s elite that this photographer’s career got a lift.

What also set Prakash apart was his out-of-the-box thinking. He introduced different sizes of photographs in Baroda and sold them at a higher price. He experimented with lights and shades. He took pictures against light using reflectors. He didn’t restrict himself to any one genre; his oeuvre included lifestyle, portraits and architectural photography. Always eager to learn, he engaged in commercial photography and entered himself into contests at the behest of Vadodara veterans like Dhansukh Patel and Suresh Parekh.

In the very first local competition he entered in the 90s, he won the 1st prize. The theme was to depict a child’s mood. He chose to photograph his 2-year-old son who played fearlessly with a street dog. He always had it in him to do something new and bring variation to a theme.

Soon, he got international recognition. Prakash’s photograph of a tribal woman breastfeeding her infant was adjudged the best at the Asahi Shimbun 57th Photographic Salon (1996), a prestigious international competition held in Japan. His Gold Medal-winning photo captured the early-morning sunrays streaming through the window and lighting the face of the infant; and in contrast, the woman’s face, away from a strong light source, had a soft glow. In addition to the subject and the light, the effect was pronounced by the swirls of smoke arising from the chulha, lit by a sunbeam in the tiny room. He again won Gold Medal in the same competition in 1998. The photograph of a boy running along a bare rock towards a naturally sculptured rock seemed to convey a feeling of motion.

As a wedding photographer, he outshone others by capturing the ambience, details and candid moments of a wedding. Whether it was the decor, flickering of earthen lamps or intricate details of a bridal mehendi on the hand; nothing escaped his observant eyes. His efforts did catch the eyes of people who mattered.

On his own

By 1997 he had a post-production team, and in 2000, he established the 10,000 sq-ft building of Memories Photography. Though he then began to earn around Rs 50,000 for a session of wedding photography and videography, he was keen on expanding his passion and thereby his business beyond Gujarat.

On a wise counsel he contacted Tarun Sarda, host of the one-of-a-kind luxurious wedding exhibition Vivaha. There was no stall for a wedding photographer then. Not disheartened, Prakash sent 50 of his best wedding photographs to him. He was immediately called to set up a stall in Delhi in July 2004, which became a hit. This was the turning point that catapulted Prakash to the big league. He was on a roll with top industrialists of India as his clients, and earning over Rs 1 lakh per photo shoot.

Today, the boy from Vadodara transcends borders to shoot in the UK, Dubai, Kenya, Spain, Malaysia and Thailand. And the list of countries is growing. Not to forget his modest roots, he regularly holds free workshops for wannabe wedding photographers.