Spring Summer 2018: India

During this trip I realised that I’m not a big fan of India. At least not when it comes to the Northern part which I visited. I spent a week and a half being amazed by the extreme filth, the insane chaos, the traffic madness, the dilapidation and decay, the hysterical honking, the open sewers, the people and animals shitting in the streets, the food being curry three times a day, the dirty and aggressive monkeys, the drugged-out rickshaw drivers, the stench and the crazy crowds. I’ve never experienced anything this intense.

Our 1800 km journey takes us from New-Delhi, via Jaipur and Agra, to Varanassi. We make a stop at the Taj Mahal. This is a bit like a bathroom, just inside out. You must take off your shoes to enter. Pigeons don't have to do that. They just fly in and out and shit all over the marble. If they’d do that in my mother's kitchen, we’d have pigeon stew the next day, but at this wonder of the world, it doesn’t seem to be a problem. The Taj Mahal grounds look neat. But as soon as you take two steps outside the gate, and you are right back in the middle of the Apocalypse.

Halfway through our road trip, somewhere in the middle of Jaipur's metropolis, I tap our bus driver on his shoulder. Could you please stop for a second? One and a half steps out of the bus, I shoot out a spectacular jet of vomit. Huge! I’m really amazed. It sounds like I empty a bucket of water onto the pavement. There are about three waves. I think: What those funny Mickey Mouse ears are to Disneyland, food poisoning is to India. I'm standing with my hands on my knees, it’s half past six in the morning, about 35 degrees, I look to my left and there are three cows peacefully eating out of the open sewer about four metres away. I think to myself: 'Time for a mint'.

Our journey ends in Varanassi, India's holiest city. All the streets here are two metres wide. Literally all of them. All social life takes place in these streets. Including open sewers, scurvy greenish dogs, children defecating, people cooking, cows eating rubbish and scooters honking at full speed. Pretty intense...

The photo we chose for the marketing campaign was taken in Varanassi, on the Ganges River. It was on the very last day, seven o'clock in the morning, and beads of sweat were running down my body. I walk around in clothes I've been wearing for days. On a trip like this, you never know when you're going to come across a beautiful location or beautiful light. So, I usually keep my photo clothes on to be able to jump straight into action. I didn't feel super fresh though. I also hadn't eaten anything for days due to sheer misery, BUT: The photo looks beautiful, relaxed and romantic. Elmar the photographer is a real miracle worker. What a crazy country...

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India

Campaign shoot

Behind the scenes

When we are on the road for our campaigns, we go through a lot. The campaign photos always look amazing, but the reality is somewhat different.... Here are some snapshots we took during our trip. Simply click on them to get more info on what you’re looking at.

Our India trip

BEHIND THE SCENES