The Standpoint

Photo Exhibition on Consumerism at J.N.U

By

Kalpana Gupta

An exhibition of photographs by Sreedeep, a student of J.N.U pursuing his doctorate on social aspects that influence brand consumption, took place at the Gallery of Arts and Aesthetics, Jawaharlal Nehru University from 3rd-17th November.

26 year old Sreedeep, in association with J.N.U Photography Club and Five Issues Newspaper, seemed excited on his first ever solo exhibition. All of the 43 photographs that were on display attempted to depict the consumerist culture that has consumed urban society today and the juxtaposition of realities and projected lifestyles.

Unlike other exhibitions, “Brand (e)scape-the changing Sur(face) of the city”, was not inaugurated and Sreedeep simply rescued to boast about his exhibition.

The posters were displayed in advance all over the cultural centres and various colleges of Delhi. The mesmerizing photographs left the viewers speechless and strove them to ponder over the hidden meanings they attempted to convey. In one of the photographs, one could experience a beautiful juxtaposition of imagination and the real world. The photograph illustrated the flawless face of a model with a woman labourer looking on. Another photograph showcased a popular bollywood actress supporting a sports brand while the trespassers are seen resting with their backs at the side of the hoarding.

The myriad ironies of a developing nation got space in the photographs by Sreedeep. In pursuit of taking his hobbies in materialistic terms, Sreedeep worked for two years and six months to compile his own collection of such photographs. He covered South and Central Delhi which are considered to be the hub of the city. The Khan market and South extension, which incorporate the biggest hoardings of the metropolis, became the central attraction of the exhibition.

The startling fact about this exhibition was that the photographs had not been given any specific titles. The photographs were self-explanatory. Sreedeep, on the same hand, spoke of being totally against the idea of giving name to his work.

The students and on-lookers were seen unmoving from their places while witnessing the intricate details of the pictures while others had appalling expressions. The two week long exhibition collected appraisal and admiration from eminent artists too. Sreedeep is now looking forward to display his abstract photography at some prestigious events. According to him, lines and shadows do contain some meaning other than Candid Photography alone. It is, therefore, well expected from him to bring his next collection on display which is scheduled to arrive in the midst of the following year.