A dream come true: Ad veteran Bhupal Ramnathkar’s plunge into photography at 60

A walkthrough of the expansive Snowball Studios in Mumbai’s upscale suburb of Worli, where artist Bhupal Ramnathkar’s work is being showcased, will make you stop in your tracks and stare. 

The immersive photography series, Reflections 2.0, shines the spotlight on Kashmir, often called Paradise on Earth, through artworks that have been embellished with gold foil, gold leafing, or gold powder. 

That’s not all. Some photographs have also been printed on velvet, a fabric that’s liberally used in apparel and home decor in Kashmir. And here, the fabric has gold embroidery. 

“I was on the lookout for some material that’s rich and reflective. That’s why I have used gold in some or the other form to enhance my work. However, at the end of the day, the effect doesn’t dominate the original artwork,” Ramnathkar tells YS Life. 

This exhibition is a sequel to his last year’s showcase—Reflections–where he presented a series of photographs that were taken during his extensive travels in Europe. After tasting success with his debut show, Ramnathkar knew he had to continue this passion, which is why he headed straight to Kashmir to bring his vision to life. 

Ramnathkar had a long and successful career in advertising and design, winning over 200 awards from some of the most prestigious institutions in the world, such as Cannes Lions, One Show, and the London International Advertising Awards. However, he always harboured a passion for photography. 

“Since I belonged to a family that wasn’t well-to-do, I had to compromise and leave behind this creative pursuit. Over the last 40 years, I have taken many photos during my travels. Now I am pursuing photography seriously,” he admits. 

Now over 60 years of age, Ramnathkar has the time to pause and reflect on his journey. He believes he has attained maturity and is on a mission to establish himself as a fine artist. 

“I am not a photographer, graphic designer, or painter … I am an artist. I want to explore that now. My exhibition Reflections 2.0 is a jhalak (window) of what I want to achieve during the rest of my life,” he says. 

Pause and reflect 

The name ‘Reflections’ has a personal connection with Ramnathkar. 

“For so many years, since cameras launched in mobile phones, I would shoot my own reflections. I have also created a statue in the same posture, taking pictures on a mobile,” he explains.

However, not all his photographs in Reflections 2.0 feature his reflection. Most of his artworks depict landscapes, while a few are focused on people. According to Ramnathkar, whatever he creates is also a reflection of the person that he is.

His current exhibition turns the lens on Kashmir during spring season, when the colours are drastically different from other times of the year. The landscape blooms in myriad shades, and that’s what Ramnathkar wanted to capture in his photographs. 

“During my entire career, I have worked for other clients. There has always been someone else who has called the shots. For a fine artist, there is no client or decision maker—they are responsible for their creativity. I am finally doing what I really enjoy,” he says candidly. 

An eye for creativity 

Ramnathkar, who migrated from his hometown Belgaum to Mumbai (then Bombay) in the late 1970s to study applied arts at the JJ School of Arts, would have never imagined spending his life on varied creative pursuits. 

As a young boy, his flair for sketching predominated his interest in academics, but lack of financial resources prevented him from realising many of his dreams. 

“My father was a tailor and mother a homemaker. We hardly had any means to fill our stomachs. When I left for Bombay and hung out with many other students while filling forms at JJ School of Art, I discovered that studying fine arts wasn’t feasible—one had to draw, sell and then survive. With applied arts, I could take up a job in advertising and earn a regular salary,” he recalls. 

After the five-year course, Ramnathkar earned a gold medal and went on to carve his niche in advertising. He began his career with Enterprise Advertising in 1983, where ad legend Mohammad Khan was his mentor. After a stint here, he moved to Dubai to work with DDB Needham and then with DDB Mudra and Leo Burnett, both in Mumbai, before returning to Enterprise Advertising in 1998. 

In 2000, he founded Umbrella Design—a design agency that has worked with multiple national and international brands such as Reliance Industries, Flipkart, and Millk, on various verticals including branding, communication, space and packaging. The agency also worked on a COVID-19 campaign with the Maharashtra government. 

“I remember the design industry was quite nascent back then. Designing of corporate identities was done by advertising agencies. I thought I should do something in design. However, it was quite challenging back then, because not many clients understood why they have to go to a design agency,” he recalls, adding that his strength has always been designing and not ad films in advertising. 

What’s next?

Ramnathkar is basking in the success of Reflections 2.0. 

“I started photography many years ago with a Nikon FM2 that was gifted to me by my wife. Today, I use Leica. In college, I wanted to take up photography as a subject but paying Rs 3,800 was impossible. A pencil cost 25 paise, so illustration became my priority,” he says. 

Reflections is a long-cherished dream that has come true for Ramnathkar.  

There will be another exhibition next year, Ramnathkar reassures. 

“I am yet to finalise a location but you will see a Reflections series every single year.”