Airtel

Photography
Guideline
Summary
Parameters 02
Expressions 03
Composition 04
Casting 05
Lighting & Color 06
Environment 07
Devices 08
Red Accent 09
Treatment 10
Colour Correction 11
Blobs 12
Application
Blob 13
Layout 16

01
Parameters

01
Focus on People/Teams
A professional yet pleasant atmosphere
underscores our photography. People and teams
are the highlight of our imagery; they interact with
sincerity and with appropriate expressions
according to the situation.

02
Focus on Devices
Devices that appear in the frame (laptops, phones,
etc) should have an element of naturality in how
they're ‘integrated’ into the image—phones are held
in a relaxed way, not necessarily posing for the
camera, for example.

03
Focus on Service
In scenarios where we're trying to represent a
service, say video-calling, the focus needs to be
on the medium itself or the interaction between
the person and the service.

02
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Expressions
Expressions should be genuine and grounded, authentic to the context they're in.

01. Smiling but occupied 02. An appropriate smile with context to a work environment

03. Natural & relevant reactions in context to team activity

03
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Composition
∙ Composition should be natural, organic and uncluttered
∙ The visual should have a natural angle
∙ The background should be clear; ensure that the scene can 'breathe'
∙ Characters shouldn't be in 'limbo'; their actions and movement must be readily understood
∙ While choosing images, keep in mind the arrangement and cropping with the blob in place
∙ Images with shallow depths-of-field are recommended

RECOMMENDED

Clear background, well balanced composition Good interaction between characters

NOT RECOMMENDED

Unusual angle; posed gestures; outdated devices & styling Cluttered and unsightly background, outdated image

04
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Casting
∙ Photography models should always be Indian
∙ Non-Indian models may only be used in scenarios pertaining to global business
∙ Models must look intelligent, pleasant, and well-groomed
∙ Photography and styling of the models must look modern, aspirational and elegant
∙ Only select model images where they look well-dressed and smart in a business-setting

RECOMMENDED

Indian model with pleasant and lively expressions Indian model looking aspirational in a business setting

NOT RECOMMENDED

Inappropriate or laidback styling and posture, B2C side Non-Indian models

05
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Lighting & Color

∙ Capture genuine expressions in natural daylight, on models and backgrounds alike
∙ Avoid harsh highlights and shadows
∙ Avoid desaturated images
∙ Maintain a neutral palette in line with the brand palette
∙ Images should have a natural and comfortable white balance

RECOMMENDED

Natural light, neurtral colors Natural light, neutral colors

NOT RECOMMENDED

Avoid harsh highlights and lens flares as well as desaturated Background is too white to be used

06
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Environment
All architecture, infrastructure, monuments etc should look Indian in a general sense. Foreign elements, if
any, should not stand out and could be manually blurred out.

The overall theme is 'business premium'. Thus visuals shouldn't look cluttered or busy. No elements should
block the foreground. Objects and props should not look outdated.

RECOMMENDED

Appropriate business like environment Premium working from home scene

NOT RECOMMENDED

Blurred elements cutting the image into sections Environment not modern

07
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Devices
∙ When the device is a prominent part of the image, ensure that it is clearly visible from a definite front,
∙ back, or side view
∙ Devices should not be isolated towards the edge of an image, and should always look modern
∙ The decices being used should be in focus
∙ The device usage should make sense in context
∙ The devices should not look outdated

RECOMMENDED

Device properly visible Screen properly visible

NOT RECOMMENDED

Screen not modern, visual feels scattered (hand) Devices not visible enough, scattered (phone and plant)

08
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Red Accent
If the usable part of an image doesn't already have a red element, an element must be selected and edited to
red. Note that existing red elements in images must sit adjacent to the Airtel Red.

STEPS

01. Identifying the right element

Subtle yet meaningful elements, like the headphones

in this image, are suitable for changing to red. The
element remains visible, yet doesn't draw attention
to itself.

02. Applying the red

Depending upon the element's original colour (here

a dark blue), simple steps can be taken to arrive at
an appropriate shade of red.

In this scenario, a layer of red has been placed in

‘Hue’ at 100%. Then, a second layer of red in ‘Color’
at 20%.

09
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Treatment
Once the red accent is incorporated and the other colors adjusted, a Warming Filter (85) may sometimes be
applied. This treatment is important to uniformise the selection of images; its density will depend on whether
the original visual was naturally 'warm' or 'cold'.

STEPS

01. Identifying the right element

02. Applying the red

03. Warming filter (85)

The final step: a Warming filter (85) placed on top

of the image for uniformity.

In this scenario, the density of the filter is at 25%.

It has not been applied on the model, but on the
background instead, to match the cool tone of the
original image.

10
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Colour Correction - Complete Treatment

The original image could have colour elements which may affect the aesthetic balance of the image. Once
identified, these elements can be colour-corrected by adjusting their vibrance, saturation, etc. If the element's
colour can't be changed without making it blurred, a new neutral new colour remains a viable option.

STEPS

01. Identifying the right elements

A red element is already present on the image,

a simple color correction will be needed.

We can identify on the background two yellow

patches, as this colour will conflict with the red and
photography aesthetic, toning it down or changing
the coulour is required.

02. Applying the red, balancing the others

In this scenario, a layer of red has been placed in

‘Color’ at 30% on top of the original dark red shirt
to bright it up.

Only on the yellow patches, layer of green has been

placed in ‘Color’ at 65%. A second layer is added to
balance the hue, saturation and lightness.

03. Warming filter (85)

The final step: a Warming filter (85) placed on top

of the image for uniformity.

In this scenario, the density of the filter is at 25%

and the layer opacity at 80%. It has not been applied
on the model, but on the background instead, to
match the cool tone of the original image.

11
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Blobs
Only blobs highlighted in red are to be used for Airtel B2B. Certain blobs achieve a better balance and area
at 75˚ as compared to 90˚. Keep in mind the shape and attributes of the blob while using with an image.

USAGES

Original Mirrored 180˚ 90˚ 75˚

Pebble

Pik

Cloud

Mushroom

12
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Blob Application - Lanscape

The composition and logical sense of the image must not be lost when placing it in a blob.
Choose and orient blobs accordingly.

RECOMMENDED

13
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Blob Application - Lanscape

The composition and logical sense of the image must not be lost when placing it in a blob.
Choose and orient blobs accordingly.

NOT RECOMMENDED

Each image presented on this slide is relevant for the presented aspect only. 14
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Blob Application - Portrait

The composition and logical sense of the image must not be lost when placing it in a blob.
Choose and orient blobs accordingly.

RECOMMENDED

This image works for both horizontal and vertical blob

NOT RECOMMENDED

This image doesn’t work for both horizontal and vertical blob

15
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Layout Application - Light Background

While placing the image inside the blob on the layout, an important factor to keep in mind is that the image
must never merge with the background of the creative — light or dark. While selecting the image its usage
and placement should be known to avoid choosing the wrong visual.

RECOMMENDED

The image has clear and distin-

guishable edges.

Dedicated
Internet
Strong, dedicated
connectivity for
your company

NOT RECOMMENDED

The image is merging with the

dark background of the creative,
something which must be avoid-
ed. The affected area may be
retouched to impart a soft and
natural treatment.
Dedicated
Internet
Strong, dedicated
connectivity for
your company

16
 DISCLAMER
Each image presented
on this slide is relevant for
the presented aspect only.

Layout Application - Dark Background

When placing an image inside a blob on a given layout, keep in mind that the image shouldn't merge with
the background of the creative (neither light nor dark). Usage and placement should be considered when
choosing the image.

RECOMMENDED

The image has clear and distin-

guishable edges.

Dedicated
Internet
Strong, dedicated
connectivity for
your company

NOT RECOMMENDED

The image is merging with the

dark background of the creative,
something which must be avoid-
ed. The affected area may be
retouched to impart a soft and
natural treatment.
Dedicated
Internet
Strong, dedicated
connectivity for
your company

17
Thank
You