Mumbai: Ace photographer Atul Kasbekar’s new company, Corporate Image was launched by Amitabh Bachchan on Thursday evening. Atul has spent years photographing glamorous faces like Amitabh Bachchan, Aishwarya Rai, Aamir Khan, Shah Rukh Khan, Cindy Crawford, Sachin Tendulkar and Pierce Brosnan to name a few, now he is all set to glamourise the titans of the corporate world. Among those that have already been photographed by him include Ratan Tata, Mukesh Ambani, Anil Ambani, Vijay Mallya, Gautan Singhania and many more.

Speaking at the launch, Atul Kasbekar said, “In today’s corporate world tremendous attention is paid to the corporate identity, the product identity and the retail identity, but the top management has ignored this aspect in our country. I want to photographically capture the personality of a company through the individuals who lead it and these photographs will be published in the brochures and other marketing material of the company.”

Amitabh Bachchan, himself has been photographed by Atul as the CEO of his own AB Corp and was very impressed by this pioneering effort made by Atul, “It is really very important for people to know about the top management who lead the company. It is not fair to form an opinion about a company by just its logo, stationary and office décor.”

Down the years the India’s entertainment industry is also getting increasingly corporatised. Aamir Khan heads A K Productions, which produced Lagaan. Amitabh Bachchan heads A B Corp, Yash Chopra heads Yash Raj Films, Shah Rukh Khan heads Red Chillies Entertainment which made Main Hoon Na and Paheli.