Bollywood Poster Art meets new Fashion & Lifestyle Label

Indian Hippy launches innovative line of fashion & lifestyle products – including wallets, clutch purses, handbags, belts and ethnic furniture – hand painted to perfection by the last few remaining film poster & billboard artists in India. Designs showcase blockbuster moments from popular Indian films featuring some of the biggest stars in show business. Through this unique label, Indian Hippy attempts to revive the magic of film poster art, while supporting the few remaining film poster artists in India and encouraging them to pass on their legacy to the new generation of artists.

December 21, 2009, Mumbai, India – Indian Hippy (www.Hippy.in) today announced the launch of its innovative line of exclusive fashion and lifestyle products that feature hand painted designs inspired from memorable Indian film posters and cinematic icons, available exclusively through its online store: www.Hippy.in 

Indian Hippy is an attempt to revive the magic and charisma of hand painted film poster art and support film poster artists through this unique venture. Explains Mumbai-based founder of Indian Hippy, Hinesh Jethwani, “In today’s ‘fast-food’ era, digital posters can be printed at the click on a button. The significant contribution made by film poster artists lies forgotten, and the art headed for extinction. Indian Hippy aims to revive the magic of hand painted film poster art through its unique range of fashion and lifestyle products, and encourage the younger generation of artists to ensure continuation of hand painted film poster culture.”

During their prime, the presence of massive hand painted billboards outside theater halls delivered an unforgettable visual treat, pushing the definition of film poster art beyond advertising, and metamorphosing it into a cultural icon instead. With the new generation of artists not seeing value in picking up the trade, this magical art form is now at risk of being thrown into oblivion forever. Indian Hippy aims to change that and bring the old back in vogue.

The art remains the same – only the canvas reduced from posters and giant billboards to fashion and lifestyle products. The Indian Hippy team comprises acclaimed film poster artists of yesteryears who have invested several months of effort into perfecting the painstaking process of hand painting film poster designs on small products such as wallets, belts, clutch purses and handbags.

Besides a range of pre-designed products inspired from posters of popular Indian films, Indian Hippy also offers custom painted products depicting film posters with the faces of the actors superimposed with an individual’s own portrait. “Imagine a hand painted wallet, purse or a handbag with a one-of-a-kind portrait of your loved one(s) that you can carry around, or a chair that you can keep in your home – all styled in film poster format,” explains Hinesh. “Our custom painted products will be the ultimate gifts this Valentine’s season, and we are accepting orders well in advance to ensure delivery through our website hippy.in,” adds Hinesh.

Every product rolled out from the Indian Hippy stable is 100% custom made. A unique combination of art and function, Indian Hippy’s purses, handbags, belts and wallets are virtually ‘mobile paintings’ that depict the colour, charm and splendor of Indian cinematic brilliance. “The ‘retro’ feel of hand painted posters from the good old days is a stark contrast to the ‘photoshopped’ digital posters of today. Quite simply, it is impossible to replicate this with computers, which lends a unique charm to our hand painted products,” concludes Hinesh.

###

About Indian Hippy
Indian Hippy was born over two years ago when entrepreneur Hinesh Jethwani (31) learned how digital printing had rendered the beautiful art of hand painted Bollywood movie posters obsolete. Today, the organization works with the last few remaining Bollywood movie poster artists in India with a core social responsibility and commitment towards breathing fresh life into this virtually extinct art form, and in doing so, provide a means of employment to the last surviving artists in the trade. Indian Hippy offers a gamut of products and services that rekindle the magic and charisma of old school, hand painted movie poster art by infusing it with a fresh dose of innovation.
For more information, please visit:   www.hippy.in

Contact
Indian Hippy
Atria Mall,
Shop No. 243, 2nd Floor,
Dr. Annie Beasant Road, Worli, Mumbai – 400 018
Website:  www.hippy.in
Phone: (+91) 80808 22022