The Amul advertisements always make me nostalgic for the heyday years of the colourful, vibrant, hand-drawn posters. Back in the yesteryears, the finesses of pencils and sketch pens would make people smile as soon as they looked at those quirky reflections. From the glimpses of partition to the iconic Parle Girl, commercials have been central to portraying social aspirations, cultural shifts, and artistic evolution.
Keeper Of Nostalgia: Tarun Thakral's Vintage Poster Collection
Experience a rare glimpse into the past with a unique collection featuring 28+1 original commercials from bygone eras
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With their spirited charm, they were the face of every film back in the late 70s and 80s, enthralling the audience, perhaps at times also deciding the fate of a movie. Now, this vintage craft may be obsolete, with digital pictures dominating the advertisement landscape; attempts are being made to acquaint the younger generation with these picturesque photographs.
To revive the essence of vintage posters, hotelier Tarun Thakral recently held an exhibition at Le Meridien, New Delhi, taking visitors on a captivating "Journey Through Time." These posters ranged from Nashik through the eyes of seers to the classic Indian Railways poster amassing the Royalty of Indian emperors. What they had in common was the 'India Connect,' chronicling the glorious and gloomy shades of the country's living history.
Walking through the gallery, I wondered whether Thakral had a specific theme in mind when he collected these rare visuals. "I collected these posters solely for informative and educational purposes. There was no theme in mind; however, the Indian touch compelled me the most when I bought these posters abroad. It is a time capsule that gives you a glimpse of the dawn of independence through advertisements promoting indigenous products, reflecting a nation's escalating self-belief." he told OT.
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A glimpse of a vintage poster from the exhibition Tarun Thakral
Thakral's travels across different countries, including the UK, Canada, USA and India, helped him journey through time and relive his passion for heritage posters. With a total of "28+1" posters on display, the exhibition was also an ode to leap year day, February 29, which comes every four years. Curated by the "Archives of Tarul Thakral," the exclusive event allowed onlookers to absorb the charm of offset and lithographic techniques, with each poster telling the tales of a bygone era.
Excerpts from the interview:
Please enlighten us more about your vintage poster collection.
This exhibition marks one of India's first-ever displays of vintage posters. My collection extends beyond posters to include original calendars dating back to the 1890s. These were not your typical calendars; they were large, lithographic pieces that adorned lampposts, similar to today's digital billboards. This art form, once prevalent on the streets of India, has faded away with the advent of digital media, making these collectables increasingly valuable due to their scarcity.
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A glimpse of a vintage poster from the exhibition Tarun Thakral
How has travel influenced your passion for poster collection? Could you elaborate on your approach when acquiring items from different countries?
While I have attended auctions in countries like the US, UK, and Canada, I have always focused on India. Even when abroad, I refrain from purchasing anything unrelated to India. I'm deeply attached to preserving India's heritage, which has unfortunately been destroyed or lost over time.
What motivated you to organise this exhibition?
The primary aim is to educate and inform people about a bygone era when hand-drawn and lithographically produced posters were a common sight. I want to evoke responses from visitors and gauge their perceptions of this unique form of street art. Understanding the public's viewpoint is crucial as a collector, as encouragement often leads to acquiring more items.
A glimpse of a vintage poster from the exhibition Tarun Thakral
Did you have a specific theme in mind when collecting these posters?
There was no specific theme in mind for this collection, but I may make it a bit theme-specific in the future. I am still exploring the variety that exists. Of my 600-700 posters, only 10 per cent are displayed at the exhibition. I also possess a collection of political posters, but I intend to categorise them as personal keepsakes and only keep the apolitical, quirky posters open for the public view.
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When did your passion for collecting these posters begin?
I have been passionate about it since 2009. However, during the pandemic, I found the time to pursue my hobby of poster collection actively. With more time, I worked on expanding and organising my posters, culminating in this exhibition.
A glimpse of a vintage poster from the exhibition Tarun Thakral
Looking ahead, do you have any plans for the future of your collection?
I aim to continue exploring the rich history of India. Preserving this heritage is a personal passion and a mission to ensure these artefacts are not forgotten.
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