From Lata to Begum Akhtar: Rare archival ads on display at ‘Stars Shine’ exhibition in New Delhi

The Indira Gandhi National Centre for the Arts (IGNCA) in New Delhi has opened an exhibition featuring vintage Indian advertisements from the 1950s to the 1990s, giving visitors a nostalgic trip through India's advertising and celebrity culture.

Titled ‘Stars Shine’, the exhibition features sepia-toned print advertisements starring legendary Indian playback singers such as Lata Mangeshkar, Geeta Dutt, Asha Bhosle, and Mukesh. Rare archival advertisements featuring icons like Mohammed Rafi and the Queen of Ghazals, Begum Akhtar, were also showcased, many of which people never knew existed.

The exhibition traces the historic link between Indian cinema, celebrity endorsements and consumer culture, highlighting how celebrated artistes once promoted everyday brands during the early decades of advertising in India.

According to IGNCA officials, the archival advertisements evoke a strong sense of nostalgia and cultural belonging.

Among the key highlights are advertisements for Televista televisions, Murphy transistors and Rajdoot motorcycles, endorsed by veteran actor Dharmendra. These displays serve as a tribute to his enduring legacy and contribution to Indian cinema.

The ‘Stars Shine’ exhibition at IGNCA, New Delhi, will remain open to the public until December 21.