The Hindu Business Line : New year special

Now what kind of tyre will make the most beautiful women of the fashion industry pose for the most talented photographers? The Pirelli, of course! And if you didn't know that the company famous for its calendars is actually a tyre manufacturer, it is because the branding exercise has been very successful. The calendar, initially created for the company's distributors, enjoys a cult status in the fashion industry.

This New Year, you probably have more calendars than you have space on your walls. From the one with the pink-cheeked gods and goddesses that your favourite sweet shop hands out, to the more contemporary ones for your desktop from your bank, just about everyone, you'll discover, has made calendars to distribute.

Being seasonal, calendar sales pretty much depend on the last two weeks of December. But conceptualising and designing starts as early as April and June, says Anil Sahasrabudhe, Production Manager at Vakils and Sons Pvt Ltd.

One of the more visible publishers, the company released nearly 20 designs this year (15 wall calendars and five desktops). In addition to its own products, Vakils has also undertaken a handful of corporate orders of nearly 30,000 each. Because the good old calendar continues to be a classic branding exercise.

A look at your collection of 2006 calendars will tell you who you are important to. If your bank hasn't sent you one, it doesn't say much for your account. If the art gallery has not sent you one, you're no culture vulture. And if you haven't got the 2006 Kingfisher Swimsuit Calendar in your mailbox, then you're no fashionista.

The Kingfisher Swimsuit Calendar has already inspired a bunch of imitators, says photographer Atul Kasbekar. If there is anything that comes close to a Pirelli or a Sports Illustrated in India, it's the Kingfisher brand. When "Dr Mallya" believes in a project, he does it in inimitable style, says Kasbekar, photographer for the Calendar four years running. "How many people you know can say, `I shall get my yacht for the launch'? For a client like this, you have to give more than your very best," says Kasbekar.

The photographer won't shoot one for himself, although his peer Farrokh Chotia has a line-up of Bollywood stars posing for him. Kasbekar says he gets enough mileage from the Kingfisher Calendar.

"And there are too many people in that space, and in whatever I've attempted to do, I've always tried to maintain a position of lead," he adds.

Kasbekar's own favourite, what he describes as "conceptually, singularly brilliant!" is the 2004 Pirelli Calendar shot by Nick Knight. The product has been able to attract the best photographic talent ever, including Bruce Webber, Richard Avedon, Herb Ritts as well as the most beautiful people. You'll catch Gisele Bundchen and Jennifer Lopez sunning on the French Riviera in the 42nd edition.