The Association of People with Disability (APD) has launched ‘AS i AM’, a national photography and videography movement aimed at changing the way people with disabilities are represented in India’s visual culture. The initiative invites photographers, videographers and visual storytellers to document the everyday, diverse and authentic experiences of people with disabilities, seeking to create a permanent visual repository. APD said people with disabilities remain largely underrepresented in mainstream media and advertising, where portrayals often focus on pity or inspiration.
Submissions for the challenge will remain open until midnight on October 31, 2026, with winners to be announced on December 3, International Day of Persons with Disabilities. Awards will be presented in three categories — Best Entry, Best Emerging Storyteller and Best Photographer with a Disability. Kolkata is significant as the city’s established photography, advertising, filmmaking and cultural sectors could provide a strong platform for disability-focused visual storytelling. The campaign could also encourage greater representation of disability in Kolkata’s media and creative industries.
The jury includes filmmaker R. Balki, cinematographer Santosh Sivan, BBDO India Chairman and CCO Josy Paul, filmmaker and visual artist Ishaan Nair, para-badminton champion Manasi Joshi and other experts. Tanishq from Titan Company and the Azim Premji Foundation are supporting the campaign as anchor supporters.