We’ve all seen film stars shining on the big screen. Their dialogues, songs, style, and mannerisms have become a part of our memories. But have you ever wondered how these stars became a part of our everyday lives? Through soaps, creams, radios, clothes, bikes, cigarettes, and tea. This is the story unveiled by a unique advertisement exhibition, ‘Stars Shine,’ at the Indira Gandhi National Centre for the Arts (IGNCA) in Delhi. This exhibition is not just a collection of advertisements; it’s a story of an era when film stars were not just entertainers, but also faces of trust.
1950 to 1990: When Advertisements Were Watched with Anticipation
Today, we change the channel as soon as an advertisement comes on, but there was a time when people would stop to watch ads. The period from 1950 to 1990 is considered the golden age of Indian advertising. At that time, television was limited, magazines and newspapers were the major advertising mediums, and radio was the voice of every household. The ‘Stars Shine’ exhibition showcases advertisements from 1950 to 1990. These advertisements reveal how fashion, mindset, and trust were shaped during that era.
When Film Stars Became the Face of Brands
Besides films, advertising was the only medium that connected film personalities with the lives of ordinary people. People blindly trusted their favorite actors and singers. This is why companies brought in film stars to promote their products. The ‘Stars Shine’ exhibition shows how cinema and advertising complemented each other. The popularity of film stars gave products an identity, and the products took the stars into every home. Not Just Actors, Singers Also Became Part of Advertisements
A special feature of the Stars Shine exhibition was that it included not only actors and actresses, but also legendary names from the world of music. Great singers like Begum Akhtar, Lata Mangeshkar, Asha Bhosle, Mohammed Rafi, Mukesh, Manna Dey, and Mahendra Kapoor can also be seen in advertisements. Today, it’s difficult to imagine these singers promoting a product, but in that era, their voice and image were the greatest asset for any brand.
Hairstyles Also Became Brand Value
There was a time when hairstyles were not just a fashion statement, but an identity. Not only actresses, but also actors’ hairstyles set trends. Hair cream companies understood this perfectly. The hairstyles of actors like Ashok Kumar, Prem Nath, Kishore Kumar, Ajit, Prem Chopra, and Sujit Kumar were featured in advertisements. Young people wanted to look like them after seeing these ads.
Behind-the-Scenes Stars Also Became Brands
The Stars Shine exhibition also shows that not only the stars who appeared in front of the camera, but also many personalities associated with the film industry became part of advertisements. Very few people know that the famous film writer Salim Khan had worked in advertisements before making a name for himself as a writer. Iqbal Rizvi told DNN24 that Salim Khan also did modeling in his time. People are still surprised to see his pictures today. Similarly, extremely rare advertisements of artists like Amrish Puri can also be seen in this exhibition.
The Idea Behind the Name ‘Stars Shine’
Iqbal Rizvi, the curator of the Stars Shine exhibition, explains that this exhibition includes only those advertisements that featured a film star or a personality associated with cinema. That’s why it was named – Stars Shine. Iqbal Rizvi explains that when work began on this advertising project, it became clear that only two fields in India have consistently attracted the most popular figures: cinema and sports. Gradually, many advertisements featuring big stars were discovered in the archives.
Iqbal Rizvi says that very few advertisements from the 1950s, 60s, and 70s have survived, and these are the rarest. That’s when the idea of holding an exhibition of these advertisements came about. He believes that old advertisements evoke nostalgia in people. They allow people to relive their childhood and the past. This is the greatest strength of this exhibition.
Advertisements are also a part of history.
Anurag Punetha, Head of Media at IGNCA, says that advertising in India has a story of its own. According to him, there was a time when people would sit in front of the television just to watch advertisements. They weren’t ignored like they are today. The aim of this exhibition is to remind people of that era and to explain that advertisements are not just a means of sales, but also a mirror of society.
Anurag Punetha says that in today’s age of social media, influencers have become a crucial source of information and reach, so collaborating with them is not a bad thing. This exhibition is also important for the new generation because it will give them insight into the history of advertising and help them understand how advertisements were created in the past and what impact they had on society.
Tributes and Honoring Memories
The exhibition also pays tribute to several artists. Renowned advertising industry veteran Piyush Pandey has been specially remembered. Similarly, after Dharmendra’s passing, his advertisements were compiled and displayed as a tribute. Advertisements featuring Arun Govil and Deepika Chikhalia, who played the roles of Ram and Sita in the Ramayana, are also on display.
The Exhibition Through the Eyes of Visitors
Sharmistha Sharma, who visited the ‘Stars Shine’ exhibition, says that the exhibition is very beautiful and emotional. Seeing the posters of old stars brings back childhood memories. Ankita Kumari says that seeing so many old brands and faces together made her realize how advertisements have changed over time. All the Lux brand advertisements are displayed, which is quite interesting. For visitors like Sharad Kumar, this exhibition is a glimpse into their era, where advertisements featuring Dharmendra, Vinod Khanna, and other stars transport them back in time.
An Ongoing Archival Journey
The ‘Stars Shine’ Exhibition is not just an event, but an ongoing archival project. IGNCA is continuously collecting old magazines, advertisements, and other materials. People are also being encouraged to contribute to this project if they have any old advertisements or magazines. The ‘Stars Shine’ exhibition shows us that film stars were not limited to the screen. They also made their way into our homes, our thoughts, and our daily lives.
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