The 9 Emotions of Indian Cinema Hoardings

According to Natyashastra the 2nd century Indian text on aesthetics there is a spectrum of nine emotions that the superior work of art should and represent. This book picks up each of the emotions and explodes them into a starling visual context Indian cinema billboards or hoardings as they are popularity known.

And what if these emotions starred in their own films?

Armed with this idea the classical theory and film stills a team of hoardings artists from Chennai’s vibrant Kollywood movie industry have created monumental paintings expressing each of the nine emotions in their own inimitable style. Taking is some of Tamil Cinema’s classically dramatic moments this is an emotional rollercoaster cum ghost train and a headlong flight into the Kollywood imagination.

You don’t have to know the actors or the films to be drawn into this bizarre and enchanting world. For the initiated and the curious illuminating essays explore this fascinating intersection of culture commerce and politics.