Bollywood's 'poster boys' making a comeback!

It rarely happens that the ‘first look’ of a film poster creates such a buzz — getting 7,800 ‘likes’, 2087 ‘comments’ and 926 ‘shares’ on a social networking site. But Sanjay Leela Bhansali seems to have managed to do just that with the hand-painted posters of his upcoming film Rowdy Rathore. A tribute to over-the-top action films of the 80s, the Faulad Ki Aulad poster almost instantly brings back memories of walls plastered with faces of angry action heroes in bold red brush strokes and nubile beauties oozing pink paint. Magical, dreamy (and usually huge!), these posters were the mash up of advertising, art and storyboard depiction, all rolled into one canvas.

Bollywood’s poster art came into its own in the 1930s under the studio system that employed artists to paint posters and banners. And, after the decline of the studios, this art was created by a network of painters, photography studios and billboard workshops.

It all started with the publicity artists going through the trial screening and zeroing down on the aspects that need to be highlighted. However, in many cases they were just given albums of random production stills and from there they would choose the right images and do the sketches based on those. The sketches were sent to the producer for approval and then began the work of imbuing life to the final posters through oil paints or gouache.

Apart from highlighting the central theme of the movie, great deal of attention was paid to present the actors and actresses in new avatars. Another visual strategy employed by the Bollywood artists was dictated by the audience’s taste for paisa vasool entertainment and an item in every square inch is what masala posters and billboards offered. Not content with showing off just the lead pair, it incorporated the character actors, the villains and the vamps replete with the background dancers, and the spaces in-between filled with throbbing vignettes of a sleek car-chase scene or a sexy dance number or an action-packed climax scene.

The colour schemes of these posters were distinct (though not too different). If red signified revenge or anger, blue was synonymous with evil and pink portrayed love. But, it was the traditional style of mixing the colours and creating unique shades that made these posters alive. Often, New painting techniques were invented to bring out the right emotions and the posters more dramatic. One such was painting with a knife to add textures and contours to faces thereby making the heroes appear more macho and rugged. In the case of the poster of Jis Desh Mein Ganga Behti Hai, the artist creates a peculiar Van Gogh-like quality through its brush strokes in order to reproduce the delirium of elm trees on the Gangetic plain. The psychedelic Andy Warhol-like poster of Bobby and the pointillist style poster of Zehreela Insaan are few examples of some brilliant use of technique in film posters. Even M F Hussain, regarded as the Picasso of India, started his career in Bollywood where he used to paint film divas like Kanan Devi and Durga Khote on giant sizeposters along with painting film sets.

In the 1970’s, when a fleet of young directors and actors moved away from Bollywood ‘commercial cinema’ to explore radical new themes, a new kind of no-frills approach in posters came into being.These minimalist style posters of the ‘art house cinema’ were often created by graphic designers and illustrators from outside Bollywood and one such instance is the booklet cover for Ardh Satya by cartoonist Manjula Padmanabhan.

In 1980s new photo-reproduction technologies arrived in India that could blow up smaller artworks to the size of a 30-by-40-inch poster with superior quality. Painted posters started getting replaced by photo collages which had minimal work for the painters and scissors became more important than paint brushes. But, even this was short-lived.

In the early 1990’s, computer aided graphics slowly started replacing photo-collages and with Dilwale Dulhaniya Le Jayenge, one of the first movie posters to use digital artwork, becoming as massive a hit as it did, photoshop made the paintbrush almost obsolete. Most artists had to clean their brush and palettes of the garish colours almost overnight and take up odd jobs or diversify by producing portraits of politicians and election hoardings.


However, in true Bollywood ishtyle, within a decade, hand-painted posters made a comeback. And, from huge billboards to forgotten stacks of some dilapidated closed studio to the walls of some of the most high-profile art galleries, the journey was no less dramatic.

Considered nothing more than just a vehicle of film promotion in Bollywood, these posters became coveted art in cities like Paris, Toronto, London and Berlin and almost like a ripple effect, India too slowly began to appreciate these as art form and initiatives began to revive it.

However, young entrepreneurs like Hinesh Jethwani, founder of Indian Hippy, believe that the beauty of film poster art should not be limited to an elite few and hence Indian Hippy came to existence two years back. “We wanted to present this art once again in front of people, albeit on a fresh canvas and a fair price,” says Hinesh.

Besides a line-up of very innovative and funky fashion accessories and small furniture and décor items such as hand-painted chairs and coffee tables, Indian Hippy offers unique custom painted film posters that allow individuals to bring their fantasy to life on canvas.

“Very few film poster artists remain in India who hasn’t given up the paintbrush entirely and I am glad to have found a few of them. Working with them is a continuous challenge. These billboard and poster artists were used to painting on supersized canvases with large brushes,” says Hinesh.

For Nida Mahmood, fashion designer, graphic artist and co-founder of New India Bioscope Co, which is a design conglomerate set up to revive the art and the artists of hand-painted Bollywood posters, it all started in 2009 while making a few mixed media frames inspired from the posters of Deewar. “While talking to my my business partner Raul Chandra, we suddenly had the same question, where have all these poster artists disappeared? With immense difficulty and several dead ends, we managed to find a few poster artists in their late 70s and 80s and convinced them to pass on their art to our generations. Initially unwilling, sceptical and cynical they agreed once we set up a corpus for them. We took a risk and made an attempt to bring film poster art, away from its usual hoardings, onto wearable garments.”

Her brand offers two lines. The affordable line consists reprints of digital works inspired from poster art, while the collector’s line comprises objects that are hand-painted by poster artists and include trunk tables, chairs, hand-painted jackets, tote bags etc. “I do see a huge change in the modern thinking. People are appreciative of the bygone era. It is just about presenting it to them and making them aware. Kitsch is an all pervasive word, which is not defined by filling in a handful of colours to an image downloaded from the internet. I find myself bringing kitsch and poster art together and the results are phenomenal,” says Nida.

“With quirky being the mantra of the day I feel that there is nothing more interesting and colourful than hand-painted posters. The best part about them is the fact that they can be used on almost anything ranging from cell phone covers to bed sheets to garments and even shoes,” says accessory designer Rohan Arora.

Rohan’s shoe line Naya Daur, that walked the LFW Winter/Festive 2010 ramps, had old Hindi film posters hand-painted on khadi, and chicken legs leather and became an instant hit. He has three poster artists working for him. “They are all very old today and doing odd jobs due to the digitalization of the art. One of them was pulling rickshaws in College Street, one of them working as a waiter in a roadside restaurant on Moulali and the third one was selling baby toys at the Park Circus traffic signal. Initially, it was very difficult to get them and then convince them to paint the posters on shoes instead of large canvasses. But when they did, the response was amazing,” says Rohan.

An ardent fan of Bollywood, hand-painted posters has always fascinated Rohan: “I think digital techniques are no match to brush and canvas. Painted poster brings out a lot more emotion and is far more original than a digital print. Every poster has a story of its own. Even two posters from the same film are different. And I guess it is due to this that a lot of new film directors are going back to hand -painted posters today.”

A current bunch of contemporary artists are also taking inspiration from poster art. Sharmistha Dutta’s ‘Yaadon Ki Baaraat’, which concluded this week in Delhi, was a tribute to the lost art of hand-painted posters, while Vinita Dasgupta’s ‘Bollywood Reverie’, which is on in the national capital till December 18, is a collection of paintings inspired by Bollywood and the posters. “I have presented it in a manner similar to western pop art but the theme very much belongs to the mainstream. I have used mixed mediums,” says Vinita.

Be it old art work discovered by some enthusiastic 'relic hunter' or the ones smelling of fresh paints, be it customised posters starring at you as Don or wearing Gabber on your boots, be it digital prints of old hand-painted posters or incorporating posters in digital art, or film directors going old-school again, it seems the fate of hand-painted posters is taking quite an interesting turn break ke baad!