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Please contact our Licensing team for more information. JPG On display Young V&A Design Gallery, The Factory, West wall Devdas (2002) Film Hoarding 2002 (made) Artist/Maker Balkrishna Arts (artists) Place of origin London (made) Film hoarding, oil paint on canvas. The design was taken from the compact disc cover for this film. In the centre is the main male character from the film, Devdas, played by Shah Rukh Khan. On the right is a portrait of his childhood sweetheart played by Aiswarya Rai and on the left is a portait of the courtesan who falls in love with him played by Madhuri Dixit. The film title is on the left hand side in bold white lettering and the background is a vivid shade of orange. Delve deeper Discover more about this object watch Preparing a Bollywood poster for stretching: ASMR Join Senior Curator Divia Patel and Senior Conservator Laura Ledwina as they introduce us to a very large and eye-catching object – a hand-painted, billboard-sized poster for the famous Bollywood film, 'Devdas' (2002). Object details Categories Advertising Paintings Object type Film hoarding Title Devdas (2002) Materials and techniques Oil paint on canvas Oil Canvas Painting Brief description Indian film hoarding for the film Devdas (2002) by Balkrishna Arts (India), oil paint on canvas, London 2002 Physical description Film hoarding, oil paint on canvas. The design was taken from the compact disc cover for this film. In the centre is the main male character from the film, Devdas, played by Shah Rukh Khan. On the right is a portrait of his childhood sweetheart played by Aiswarya Rai and on the left is a portait of the courtesan who falls in love with him played by Madhuri Dixit. The film title is on the left hand side in bold white lettering and the background is a vivid shade of orange. Dimensions Height: 2m Width: 5.5m Proper left edge height: 2440mm Dims above include unpainted border along upper edge of 40mm. Gallery label Hoarding painters Film hoardings adorning streets and cinema fronts with their large bold images are a characteristic of the city. Hand-painted hoardings used to be a primary form of film advertising. M.F. Husain, one of Indian's most important contemporary artists, famously began his career as a hoarding painter. Today this is a dying art which is gradually being replaced by computer-generated images. ( Photographs courtesy of Jonathan Torgovnik) Balkrishna Arts The workshop of this family-run firm is in a tiny gully off a main road in Bombay (Mumbai). Here, they produce traditional hand-painted hoardings measuring as much as 10 feet in height by 20 feet in width. The painters make rough sketches of the design using films stills for reference. Once this has been approved, the canvas is prepared, the design is scaled up on to the large canvas using a grid system, and painted. Transferring a small-scale design through to completion of the painting takes 1-2 days. Balkrishna Arts is one of a handful of firms still practising this art form. Object history This hoarding by Balkrishn Arts was commissioned by the V&A as part of the' Cinema India: The Art of Bollywood' exhibition (25 June to 6 October 2002). Two artists from the studio, Ujjwal and Balkrishn Vaidya were invited to the V&A to demonstrate their artwork. This along with two other hoardings were completed on site between 24-30 June 2002. The portraits were done by Balkrishn, Ujjwal's father, owner of the firm and the more experienced of the two. Ujjwal did the background, lettering, overall outline and some of the details. Subjects depicted Figures Busts Men Women Veils Jewellery Collection South & South East Asia Collection Accession number IS.113-2002 About this object record Explore the Collections contains over a million catalogue records, and over half a million images. It is a working database that includes information compiled over the life of the museum. Some of our records may contain offensive and discriminatory language, or reflect outdated ideas, practice and analysis. We are committed to addressing these issues, and to review and update our records accordingly. You can write to us to suggest improvements to the record. Suggest feedback Record created January 7, 2003 Record URL Download as: JSON You may also like