2012 calendars get hotter!

By Hindustan Times

Mumbai, Dec. 20 -- As the curtains draw on this year, one thing that's getting hotter is the range of limited edition calendars for 2012.

From self portraits of photographers, and pictures of model-actor Kate Moss in the nude, to Bollywood stars such as Shah Rukh Khan posing for the lens, the calendars this time are getting more exotic. Marking its 20th year is the Lavazza calendar, called The Lavazzers.

"The cover will have the photograph of Dutch model Valerie van der Graaf, shot by Ellen Von Unwerth. She will be seen blowing out candles for a symbolic birthday as she too, turns 20," says Italian designer Fabio Novembre. Hollywood actors Kate Moss and Milla Jovovich, among others will be seen posing nude for the 2012 edition of the Pirelli calendar. As per media reports, the copies of the exclusive calendar, which is solely a gift for royalty, celebrities and VIP customers, are sold for $500 each.

Another sought-after calendar is the one by photographer Dabboo Ratnani. "This year, I have 24 Bollywood celebrities posing for me," says Ratnani, who will be launching the calendar in early January. Photographer Rohit Chawla's art calendar, called Freeda, will be an interpretation of Frida Kahlo paintings. "It's like an art piece, for which I'll shoot with some known theatre artists," says Chawla.

About 1,000 copies of the calendar will be published. PhotographerAtul Kasbekar, who recently shot the Kingfisher calendar in Sri Lanka, says, "Beautiful ladies in an exotic location build a huge brand recall value."

Though praised by many, advertising gurus feel that these calendars have just become an annual report of the brands. "At one time, they were unique and owning a Pirelli was a thing of repute," says ad guru and communication consultant Alyque Padamsee. "The companies spend a fortune on them and it acts as a good branding medium for them," he adds.

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