In the fast-changing world of Indian advertising, where every photoshoot is a battle of vision vs. budget, one photographer decided to pull back the curtain.
Behind the Campaign, my debut Indian photography book, isn’t just a memoir—it’s a creative field guide, survival journal, and campaign diary rolled into one.
In this article, I’ll share why I wrote this book, how years of photographing real campaigns across India inspired it, and why it’s a must-read for anyone curious about how ad campaigns are made, the chaos behind creativity, and the real stories of a photographer turned author.
What Made Me Write a Book on Advertising Photography?
For nearly two decades, I have lived inside India’s advertising world. From high-end jewellery brands to street-smart e-commerce shoots, I’ve witnessed the brilliant and the bizarre.
But somewhere along the way, I noticed something was missing. There were books on photography. There were books on marketing. But there wasn’t a single book that captured the madness, humour, heartbreak, and hidden genius behind advertising campaigns in India—especially from a photographer’s lens.
Behind the Campaign was born out of that gap. A moment of clarity hit me during a three-day shoot with Coloroso, where the entire visual idea had to be reimagined on set because the client changed their mind mid-shoot. That chaos—and the eventual brilliance that emerged from it—made me realise: this story needs to be told.
Real Campaign Stories—From Chaos to Creativity
What really happens when the camera starts rolling?
Let me tell you: it’s not what you see in client presentations or mood boards. It’s what happens between the frames. The real campaign lives in the gaps—in the confusion, chaos, and those little unscripted moments that no one prepares for.
As an Indian advertising photographer who’s worked across creative campaigns for years, I’ve seen this firsthand. Clients often arrive with a foggy vision. It becomes our job to shape that fog into form. As I say in the book:
"Client bolechilo ‘ektu festive feel chai,’ kintu jokhon set dekhlo, bollo ‘eta to pujo pujo lagche! Diwali vibe chai ektu…’" (Client said they wanted a festive feel, but when they saw the set, they said ‘This looks too Puja-like! We want more of a Diwali vibe…’)
You can’t plan that. But you can learn to dance in it.
Every chapter in Behind the Campaign: Real Stories from an Indian Ad Photographer explores such behind-the-scenes chaos—the kind no one tells you about. These are real campaign stories, not tutorials. Sometimes funny, sometimes painful, always honest.
If you're a creative, marketer, aspiring photographer, or just someone who wonders how ad campaigns are made in India, this is for you.
Why Creatives, Clients, and Marketers Are Loving It Too
This isn’t just a photography book. And it’s not just for photographers.
I’ve had clients from real estate firms, boutique fashion labels, and even start-up founders tell me, “This is exactly what we face too!”
One early reader—a brand manager from a grooming brand—wrote to me saying:
“We always thought you guys just clicked pictures. After reading this, I realised you decode humans, not just visuals.”— Sumit Dutta
The book speaks to anyone who has tried to translate an idea into a visual reality. Marketers, agency folks, designers, and even wedding photographers have found reflections of their struggles and joys in it.
How India Shaped My Lens
You can’t talk about advertising photography without talking about India. The chaos, the colours, the emotions—they’re all raw material.
Working in Kolkata taught me to love imperfection. Mumbai taught me speed. Delhi taught me power play. Each campaign I shot was not just for a brand but in conversation with the culture around it.
Take, for instance, my long stint with Utsav Fashion. Shooting for ethnic wear taught me how emotion is embedded in textiles. A tilt of the head, a half-smile, a flick of a dupatta—these weren’t poses. They were stories. That understanding became part of my style.
And now, it’s part of the book.
What’s Inside “Behind the Campaign” – A Chapter-Wise Glimpse
The book is structured in 12 chapters, each dealing with a different layer of campaign work:
- Clients Don’t Know What They Want—Until They See It
- The Budget Wars: When Creativity Meets Excel Sheets
- Chaos is the Constant: Learn to Dance in It
- AI, Templates & the Human Eye
- The Shoots That Still Haunt Me
It’s written in a conversational, story-first tone. No lectures. No technical jargon. Just real lessons from real campaigns, wrapped in real emotion.
You can read it cover to cover or just dip into chapters randomly. Either way, you’ll come away with insights.
Reader Reactions and Reviews So Far
The book’s out in the wild—and the early reactions have been pouring in, often surprising me in the best way possible.
Some readers wrote to me privately, others tagged me on Facebook and LinkedIn, and a few sent long voice notes I still haven’t processed fully (you know who you are 😄). But one thing is clear—Behind the Campaign is starting conversations across industries and age groups.
Like this message from Ratasree Dutta, an actress I’ve worked with on and off for years:
"Never thought I’d laugh out loud reading a photography book. This one’s different." — Ratasree Dutta
That’s exactly what I was hoping for—a book that’s fun to read, not a chore. Even if you’ve never stepped into a shoot or handled a campaign budget, you should still enjoy it like a well-told story.
Then there was Indrani Paul, a finance professional turned creative consultant, who surprised me with this gem:
"Felt like Ranjan was talking directly to me. Understood client psychology better through this than in my MBA." — Indrani Paul
That line hit home. Because honestly, understanding what clients say vs. what they mean is a lesson no textbook teaches. And if the book helped someone connect those dots—even better than an MBA — I’ll take it.
The best part? Even people outside the ad world are picking up on the chaos behind the glamour. Santanu Guha Thakurta, a design lead in retail branding, put it simply:
"Finally, a book that shows the real mess behind the glam." — Santanu Guha Thakurta
And that’s been a recurring theme in many reviews—that the book doesn’t sugarcoat the behind-the-scenes grind. It doesn’t sell the dream; it walks you through the sleepless nights, the blurry deadlines, the last-minute reshoots… and the quiet wins that make it all worth it.
Honestly? That readers feel seen—that they’re relating to it whether they’re photographers, designers, startup founders, or students—is the biggest win for me.
And we’re just getting started.
The Bigger Picture: Why This Book Matters Now
We’re living in an era where AI, templates, and reels are shaping visual culture. Photography is often reduced to content. And content is often reduced to trend-chasing.
Behind the Campaign is a counter-current. It reminds people that visual storytelling is deeply human. That creative chaos has value. That budgets, deadlines, and marketing briefs still need a human eye.
I wrote this book not to teach photography, but to honour what it means to create something with intent, even when the system pushes you to copy-paste.
Whether you're a photographer, a creative director, or a student dreaming of entering this space—this book is a mirror. It shows you what you're really walking into.
Where to Buy the Book + What’s Next
You can grab Behind the Campaign right now on Amazon:
The Kindle version is available globally. The paperback is India-only for now, but I’m working on making it more widely accessible.
There’s also a Bengali version in the works—and possibly an audiobook with actor voiceovers, if things go to plan.
Want updates, early previews, or just behind-the-scenes chaos?
👉 Drop a comment below or message me—I’d love to hear what you think.
Let’s keep the conversation alive.
