The world’s going gaga over Instagram and its aesthetic filters that make the most mundane objects looks beautiful. After conquering the iOS market, the app has also made inroads in Android phones. With Instagram amassing such popularity, the folks in Bollywood have decided to incorporate Instagram’s style and filters in their posters; three of which have caught my gaze.
Bollywood has always followed the maxim ‘Monkey See Monkey Do’. It’s forever aped international trends and tried to integrate these influences, be it in the clothing of characters, the film’s tone, the soundtrack, or even the character’s lingo. Bollywood amalgamates all these trends and puts together a single piece of work that’s inspired (and sometimes brazenly plagiarized) from a variety of sources. Instagram seems like a new source of inspiration for our Bollywood film industry.
But even before Bollywood could grab the claim of being the first takers of Instagramism, Indian television was the one to reach the milestone with the show Sound Trippin’. Sound Trippin’ heavily borrows the style of filters in each of its episodes; each episode has all the snazzy colour tones of Instagram, some quick edits and a foot tappin’ soundtrack. ” These effects have been there in Adobe AfterEffects for a longtime bey,” says Chander Parab, the editor of the show, “Just that we wanted a youthful look for the show and Instagram is the in thing bey.” (Chander was quoted verbatim, this is how he talks.) Here’s a promo from the show to illustrate my point:
Three soon-to-hit-the-theatre films have taken the filters of Instagram and made it their own; these films include Kunal Kohli‘s Teri Meri Kahaani, Anurag Kashyup‘s Gangs of Wasseypur and Homi Adajania‘s Cocktail. All these posters have the distinct touch of Instagram and are made by Marching Ants, a company that’s created movie posters for many Bollywood blockbusters. The posters over saturate the hues, in turn making the colours very stark. By incorporating the Instagram feel, are these films sporting a youthful look (as pointed out by Chander) or are they just going with the flow? I think it’s a mixture of both. Let’s just hope Bollywood doesn’t overdo it.