"You cannot sign celebs & not know how to handle them" – Atul Kasbekar: Part 1

“I’m not complaining today of how I’ve done as a photographer but I know that if I was in the able hands of some sorted ‘Agent’, Read More">I’d have done better” I studied for three years at the Brooks Institute of Photography in the U.S. Then I worked in L.A. for a year and that madeRead More

“I’m not complaining today of how I’ve done as a photographer but I know that if I was in the able hands of some sorted ‘Agent’, I’d have done better”

I studied for three years at the Brooks Institute of Photography in the U.S. Then I worked in L.A. for a year and that made a massive difference in my life. What fascinated me was how they work. The photographer is only interested in taking his photographs. But there is an ‘Agent’ who is just phenomenal and who knows what kind of work you want to do, what kind of work he or she should push for, get the work, negotiate the money and sort it all out. Then the person meets the client and discusses how to make it better, more creative talks. But here’s the deal: No matter how good you are, someone will always be better than you. Two decades ago when I came to India, such a concept didn’t exist. I’m not complaining today of how I’ve done as a photographer but I know that if I was in the able hands of some sorted ‘Agent’, I’d have done two three times better.

“I seriously believe that creative people should not be having their own discussions”

Ten years back I set up Matrix with two partners and it was a pioneering company that handled celebrities but after splitting up from Matrix five years ago, I set up my own agency called Bling. I seriously believe that creative people should not be having their own discussions. Period! If you are a writer, a novelist, dancer, etc. everyone has an Agent abroad. Studio houses can’t be agents. But here anything can happen. Now if you are a movie star, there are four people who are a ‘must-have’ in your entourage: your agent, manager, publicist and lawyer. Bling essentially fulfils two of them – an agent and a manager.

If there’s one thing he isn’t prepared for, it’s ‘rejection’. That doesn’t make this super agent I’m going to talk about, a bit foul-mouthed with head-turning arrogance. On the contrary, he is very caring and a sharing person and has an unparalleled loyalty towards his guests, Read More">staff and friends. Here’s why… Atul Kasbekar has aRead More

If there's one thing he isn't prepared for, it's 'rejection'. That doesn't make this super agent I'm going to talk about, a bit foul-mouthed with head-turning arrogance. On the contrary, he is very caring and a sharing person and has an unparalleled loyalty towards his guests, staff and friends. Here's why… Atul Kasbekar has a lunch meeting with one of his Kingfisher models, Karishma Kotak who is waiting for him in a separate cabin. I take my Dictaphone out. He is sitting and waiting patiently for his first question but only after he attends a couple of urgent phone calls, one coming from Pritish Nandy. Then a middle aged man enters, a few more incoming calls and he orders his staff to take the phone calls. I wait for my turn and just before I ask my first question I recall a scene from Entourage where Ari Gold goes - "F*** the phones Lloyd! Unless Carmen Electra calls for an emergency, DON'T ANSWER!" I smile and then questions flow and so does the Kasbekar humour. In fifteen minutes, there's a knock on the door and it's that sexy Kingfisher model Karishma Kotak who enters with quite an aromatic and delectable servings. The plates arrive and the assorted food is served and Atul Kasbekar speaks, "You can ask me questions while having food. Don't stop." For the next fifteen minutes we didn't talk. Then he orders for his 'nespresso'. Somehow I too urge for it. He calls for two. Kotak is sitting on the couch at an arm's length listening to us. The talk continues. Atul Kasbekar is on top of his game in whatever he does. Period! Be it interviews, lunches, meetings with celebrities, photography, or sometimes, everything together. Currently in charge of the largest agency in the business of entertainment 'Bling' that he has founded half a decade ago, Atul Kasbekar effortlessly proves that being an agent isn't about being relentless or ruthless, but reinforced.

Here's Part One exclusive on what it takes to be an Agent in Bollywood, what it takes to get 'Plan B' in action i.e.: Bling, what it takes to recruit the best in the business and why with a humour so crazy, Atul Kasbekar might have just got an alternate career of being a stand up comedian in the pipeline.

“I have a penchant of coming up with various names and ‘Bling’ was one of those many that I thought of. It’s bright, glamorous, Read More">and glittery” I thought of the name ‘Bling’ not in any particular order. I had even thought of the name ‘Matrix’. But my friends call me randomly asking me to thinkRead More

“I have a penchant of coming up with various names and ‘Bling’ was one of those many that I thought of. It’s bright, glamorous, and glittery”

I thought of the name ‘Bling’ not in any particular order. I had even thought of the name ‘Matrix’. But my friends call me randomly asking me to think about a restaurant name, company name and even babies. It’s not even funny how many kids I have managed to give their names to (laughs). From the sound of it, and it has nothing to do with numerology, etc, I have a penchant of coming up with various names and ‘Bling’ was one of those many that I thought of. It’s bright, glamorous, and glittery. It’s all those synonyms attached to a celebrity I think. The irony is that I had thought of a name ‘Plan B’ after splitting from Matrix. But only I saw the humour in it (laughs).

“You cannot sign celebrities and then don’t know how to handle them”

In India, this type of an industry is very nascent. The only professional Agent, the first of its kind in India to manage a celebrity was WorldTel’s Mark Mascarenhas who transformed Sachin Tendulkar into a multi-millionaire. He is no more. Most people who have enough experience in this business have opened their own agency. Agents are learning from their jobs right now. You cannot sign celebrities and then don’t know how to handle them. Thus a proper recruitment of professionals and passionate people is a must. But Bling has controlled their growth. The couple of managers who I knew have become excellent managers to celebrities. One of them handles Vidya Balan. If tomorrow at 2 pm in Mehboob Studios I need a Blue Elephant with a pink nail polish, the only desired response I want from my manager is – ‘Did you mean Cobalt blue or Persian blue?’ That too with a smile and it just gets done. That’s what works for me.

“I keep telling my friends and staff that if I wasn’t an Agent, I’d definitely be a stand up comedian” My first client in Matrix was Yana Gupta and client number two was Katrina Kaif. She was fresh from the boat from London that time. As far as my humour is concerned, Read More">I haven’t thoughtRead More

“I keep telling my friends and staff that if I wasn’t an Agent, I’d definitely be a stand up comedian”

My first client in Matrix was Yana Gupta and client number two was Katrina Kaif. She was fresh from the boat from London that time. As far as my humour is concerned, I haven’t thought of Bling Comedy Store as of now only because you think I have a great sense of humour (laughs). But we handle Cyrus Broacha and Vir Das. And I keep telling them these things that if I wasn’t an Agent, I’d definitely be a stand up comedian.

Watch this space for Part 2 of interview with Atul Kasbekar