Wilas Bhendé's contributions & dedication to Photography

One of the most prominent photographers of his generation, Wilas Bhendé has made invaluable contributions to photography. Pioneer of Indian commercial photography, Wilas Bhendé was virtually peerless in his primary genre, advertising photography. Meticulous attention to detail and a zealous work ethic were hallmarks of his approach, which still stands as the benchmark of a consummate professional.

One of the most prominent photographers of his generation, Wilas Bhendé has made invaluable contributions to photography. Pioneer of Indian commercial photography, Wilas Bhendé was virtually peerless in his primary genre, advertising photography. Meticulous attention to detail and a zealous work ethic were hallmarks of his approach, which still stands as the benchmark of a consummate professional. After receiving a B.A. degree from Elphinstone College, Mumbai, Bhendé pursued an intensive 3-year course in Photography from the London College of Printing, where he became the first Indian to receive a gold medal. On his return to India, Bhendé opened his studio at Nana Chowk in Mumbai.

 Advertising photography was uncommon in the 1960s when he trained under the guidance of the eminent R.R. Prabhu. With his unique approach, Bhendé would go on to master and transform the art of commercial photography. He would later work with Brendan Pereira, then Creative Director of Aiyars Advertising Bombay and one of the co-founders of Chaitra Advertising (now, Leo Burnett). Pereira has warm memories of his “very good friend;” he recalls, “At the time, advertising was largely associated with illustration, and the use of photography was relatively unheard of. When I first met Wilas Bhendé, I gave him an assignment that turned out extremely well, way beyond my expectation. From then on, there was no turning back for him.” Pereira gave Bhendé one of his earliest major breaks in professional photography when he hired him to photograph the first ever visit of Pope John Paul II to India. This assignment cast a spotlight on the talent of young Wilas and propelled him into the realms of advertising and commercial photography.

 Adrian Stevens, the renowned photographer, describes Bhendé’s extensive knowledge of lighting with terms like “the master of the large-format camera” and “a seasoned professional.” He elaborates, “Bhendé possessed an immense amount of expertise and was only too glad to share his knowledge to guide anyone with a doubt or need for advice. His ability to envisage a shot in entirety, before proceeding with the shoot, was remarkable.”

 Wilas Bhendé’s mastery encompassed various genres of photography such as: Still Life, Table Top, Fashion, Food and so on. However, he was known to impart his considerable knowledge and offer sage advice without hesitation or parsimony.

 Rajeev Asgaonkar, speaks for many of today’s established photographers when he acknowledges Bhendé as his teacher and mentor. “Wilas Bhendé was an institution in the truest sense of the word. Discipline, candor, integrity and a rock-solid work ethic are forever associated with him. Whatever knowledge I have is because I had a great guru like him.” Asgaonkar adds that Bhendé was not without a sense of humour. There was a humorous side to him that he revealed to those in his inner circle. Bhendé appreciated a good joke, even at his own expense. He was also known as an accomplished chef. Sunday was his day of rest and was largely spent cooking various delights. Friends were a frequent sight at his home where conversation and food would flow freely while he spiced up the courses with his wit.

 Shiresh R Karrale, the last assistant of  before he passed away, describes him, above all else, as someone who was supremely dedicated to his work, so much so that he did not entertain any queries or interruptions while the shoot was in progress. He was known to plan his shots well in advance and did not leave the room for deviation. Clients were given the utmost importance and all discussion and debate was saved for later.

 Bhendé left his mark on the international scene as well. He was the only Indian on the panel of lecturers at the Rochester Institute of Technology. He was a member of the Royal Photography Society, England. Bhendé is credited with getting Sinar cameras official entry into India.

Chetan Bhendé remembers his father as someone who was so dedicated to his art that he frequently travelled abroad to keep himself updated on the latest advancements. He would purchase the latest equipment available. Wilas Bhendé is well known for his work with large-format cameras. His laudable efforts helped India gain prominence on the International photography scene.

 With a career spanning over 25 years— from the middle of the 1960s to the dawn of the 1990s — Wilas Bhendé takes his place among the greats of the photography industry. He was an ambassador for commercial photography and his message continues to resonate with later generations of photographers.

 The list of awards Wilas Bhendé has received is endless. He has won numerous CAG awards and has also been credited with Excellence in Photography by the Ministry of Maharashtra State. However, all the recognition and fame did nothing to diminish Wilas Bhendé’s humility. He was not one to boast or seek the limelight. Instead, as one of the great masters, he let his work speak for itself.  

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