India’s cinematic milestones are set to shine this August as deRivaz & Ives unveils a spectacular online auction (22–23 August) showcasing rare posters and memorabilia from the nation’s most beloved films. From the grandeur of Mughal-e-Azam (1960) to the timeless energy of Sholay (1975), the sale spans decades of visual storytelling that helped define Indian cinema.
Topping the lineup are two rare Sholay posters, including a six-sheet wall-sized design by C. Mohan — a moving tribute in the film’s 50th year. For many, these pieces are less paper and more portals — evoking packed theatres, first-day feels, and the national thrill of witnessing India’s biggest blockbuster unfold.
Beyond Sholay, the catalogue pays homage to an earlier golden era. Original lobby cards, stills, and booklets from Mahal, Sangram, Neel Kamal, and Mera Naam Joker showcase the artistry behind film publicity long before the digital age. Once considered disposable, hand-painted posters and lithographic prints are now celebrated as cultural heirlooms.
The sale doesn’t stop at cinema. The Modern Indian Fine Arts section boasts masterpieces like Ganesh Pyne’s rare portrait of Tagore, M.F. Husain’s oil on canvas, and Jamini Roy’s Flight into Egypt. Together, they reflect India’s post-Independence creative renaissance — where originality was the new freedom.
Equally compelling is the vignette of vintage advertising. Highlights include a Bradford Dyers’ Association poster from the 19th century, a 1932 Karachi Sanatan Dharma calendar, glamorous Lux Soap ads with the likes of Suraiya and Asha Parekh, plus a suite of Air-India “See India” posters—an emblem of aspirational travel. These artefacts trace the evolution of visual culture — how illustrations once sold ideas, identities, and aspirations.
The catalogue is rounded out with rare books and catalogues by stalwarts like Tagore, Sarojini Naidu, Toru Dutt, and Nicholas Roerich — each text a testament to India’s literary and artistic heritage. For collectors, it’s a multidimensional feast — a chance to journey from celluloid to canvas, from posters to prose.
With lots closing in intervals on 23 August, and previews in New Delhi and Mumbai, the auction cements deRivaz & Ives’ role not merely as a marketplace, but as a curator of legacy — blending nostalgia with scholarship, collecting with cultural preservation.
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