In Focus
Keeping the art alive
Far from being labelled as just kitsch, Bollywood postersare collectibles in the international market
- Unknown user
- Published: 00:00 August 15, 2010
A gun-toting Shashi Kapoor with his hooked nose, macho Dharmendra sporting a double chin, Amitabh Bachchan as the angry young man, and a svelte Nargis with her exaggerated pout.
These Bollywood superstars might not have been flattered by their yesteryear posters but what was once considered cheap publicity for films in India is now coveted art in cities such as Paris, Toronto, London and Berlin.
In romantic Paris, ambassador cars emblazoned with colourful posters of Bollywood films whizz past, attracting the attention of curious onlookers, while London, Tokyo and Berlin all have shops that sell such posters.
"Most hand-painted posters we get here are done by artists in Mumbai. Since the market for such posters in India is limited, we are trying to promote the art in France," says Sophie Legoubin, whose Limona Studio sells customised painted posters in Paris.
Selling at a premium
Legoubin, who visits India frequently along with her friend Sarah Loosdregt, picks up the posters from artists in Mumbai and sells them in Paris for an average of 500 euros (about Dh2,373) each.
"The accomplishment of these painters is amazing. Recently, in Lille [in France], a few film-poster painters from India worked with French graffiti artists and the outcome was mind-boggling," says Legoubin.
She points out that the market for poster art is stronger in countries such as France, Spain, Switzerland and Saudi Arabia than in India, where handpainted posters — hugely popular in � the 50s and 60s — have given way to printed ones that use digital technology. "The major problem was that we painters weren't united," says Vijay Singh, a Delhi-based artist who gave up painting posters a decade ago.
"We had no unions. When digital technology threatened our livelihood, we accepted our lot without a fight. Many of us were forced to switch our profession overnight," he says.
His brother Ranjeet, however, chose to brave the tide. "This ismy life. I won't give up that easily. Although my work today is limited to painting hoardings during election campaigns, paintingis my passion. I still have a lot of tourists who come to me to get their portraits done with the typical film backdrop," says Ranjeet.
Meanwhile, art historians and collectors have been drawn to such poster paintings associated with old and critically acclaimed films. "For years we've been building a database for hand-painted posters. We hope to bring the uniqueness of such posters into the public eye," says Aditi Mittal, archivist at Osian, an auction house that claims to have the largest collection of such posters in the world.
"Compared to Mumbai and Delhi, art is more accessible tothe public in cities such as Paris and Toronto. In India, only a small clique goes to a gallery and attends exhibitions, even fewer whobuy these paintings," Mittal adds.
Exhibitions of hand-painted posters have been well received overseas. Delhi-based artist Baba Anand, who frequently visits Paris, says, "I had two exhibitions of my work in Paris and Toronto and both were well appreciated. People there find the art novel, unusual and different from what they are accustomed to."
Anand says the posters are popular among Indians living abroad. "A lot of Indians in foreign countries buy them as they get nostalgic when they see posters of Dilip Kumar or Waheeda Rehman, characters they associate with India."
Popular merchandise
However, all does not seem lost for the art form in India, as of late, the market has seen a surge in merchandise that combines Bollywood poster art and function. Indian Hippy — one such venture launched by Mumbai entrepreneur Hinesh Jetwani — offers a range of exclusive hand-painted products such as wallets, T-Shirts, diary folders and match boxes.
"We are trying to bring hand-painted posters back in vogue," says Jetwani, who claims that in addition to these products, he has also been receiving requests to paint walls, garage shutters and wedding backdrops, which he sees as an "encouragement" for the art.
Fashion designer Nida Mahmood, like Jetwani, is part of the genX team trying to revive the art. Her line at the Wills Lifestyle Fashion Week 2009, was inspired by the age-old painted Bollywood posters. "The response was overwhelming," says Nida.
Saving an art form
However, Nida too feels that the art has a more lucrative market in other countries. "People abroad find the paintings original, and they capture the essence of the film. Problem here is that the art is very expensive and not everyone invests in art. As a result, a beautiful art [form] is dying."
The designer has set up a company dedicated to maintainingthe artists' livelihood. "A hand-painted poster of the film Mother India can easily be sold for up to $100 (about Dh367) today ina studio or a store in Paris or London," says Mittal.
"Bollywood art is virtually dead but its legacy will survive, if not in India then in some store in Paris, London, Tokyo or Berlin."
