Deepika Padukone - before the camera and behind it too!

New Delhi, April 7 (IANS) Being in front of the camera as a model and then as an actress has taught Deepika Padukone how to give the right shots, but did you know that the 24-year-old is a keen photographer and always carries her camera.

The actress, who was here Wednesday to announce her association with Sony India's Cyber-shot digital camera range as the brand ambassador, said even though she is not a gadget person, she always carries a camera with her.


'Apart from my mobile phone, I always carry a camera,' Deepika, who came in a copper metallic short dress, told reporters here.


'In fact, it is very important to carry one of these and just capture moments because you never know when, where, what is going to happen and you can capture one of the most beautiful moments and look back at them years later and cherish them,' added the actress.


There is nothing particular that the actress wants to capture. She likes using the camera for anything and everything that excites her.


'I shoot all kinds of things. I shoot people, I shoot if I see something strange or funny. If I find a funny poster somewhere, I shoot that because it brings back old memories,' she said.


Talking about her association with Sony, Deepika said: 'It's (camera) classy, fashionable, sleek, stylish and at the same time very user-friendly and I think these are the qualities that Sony saw in me as a person and I see in them as a brand.


'I eagerly look forward to making a positive contribution to the brand imagery of Cyber-shot cameras and fulfil the expectations from this association,' said Deepika.


She also endorses brands like Levi's Strauss Signature, Kingfisher Airlines, Tissot watches and BSNL, among others.

Masaru Tamagawa, managing director of Sony India, said: 'We were looking for a brand ambassador whose personality could mirror this experience and give it a materialistic form. Deepika is a free spirited, bubbly, young girl who at the same time is extremely talented and a professional.

'The association seemed obvious with so many common factors between Cyber-shot and Deepika which appeal to the youth instantly.'


Tamagawa also revealed that the company will invest Rs.500 million towards marketing activities with Deepika, which include television commercials, print campaigns, outdoor and shop-front display.