A Conversation With : Saif Siddiqui, Dutch man of Indian origin, the creator of the anti-flash ISHU scarf
Updated on: 27 Jun 2016
What's the one thing that all celebs pray to God for? Privacy! Especially in the time of constant social media glare. Call him godsend or an ambitious man with a mission "to bring privacy back", Saif Siddiqui has come up with what is being hailed as a modern-day invisibility cloak. Meet the Dutch man of Indian origin, the creator of the ISHU scarf that allows the wearer to disrupt flash photography. Wait, what? Is that possible? Yes, his anti-flash range of scarves and more blackens a photo of the person wearing it, when clicked using flash.
So, it comes as no surprise that his clientele — within six months since launch — includes global names like actors Cameron Diaz, Nina Dobrev, singers Nick and Joe Jonas, socialite Paris Hilton and German footballer Jérôme Boateng.
In his first interview to Indian media, the 28-year-old, who lived in India for five years and studied at GD Goenka school in New Delhi, gets talking about his creation. As for celeb reactions to it, Saif — who aims to bring the concept to India this August — says: "Most people are blown away". He's hopeful of Bollywood embracing it with as much love. Here are excerpts:
How did the idea of the ISHU scarf come about?
I came up with the idea six years ago when some friends took a picture of me on a bike in Amsterdam, the reflector on the bike ruined the picture. I thought how cool would it be to be able to wear something that could ruin a picture completely? If you are not in the mood to get clicked, you could wear something that would distort the image. So, I put together a team of experts and all these years later, managed to be able to black out pictures with the ISHU scarf when flash is used on a mobile phone. I launched the product just a few months ago and the press picked up on it and started calling it the 'invisibility cloak', which is crazy.