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Lipstick Under My Burkha

What makes a low-cost subjective movie a big hit? Controversy.  Make no mistake to mention here, Alankrita Shrivastava’s indie movie ‘Lipstick Under My Burkha’ that even without porch stars, item songs, and a fat marketing budget, stays to have a sturdy run at the box office. Compared to an investing cost of Rs 6.5 crores, the July 27 release film has grossed a healthy Rs 11.9 crores from 400 screens at the end of its second weekend.

A thrill around the drama about the intersecting lives of four women in Bhopal began to hit after it won the Oxfam award for Best Film on Gender Equality at the Mumbai Film Festival in 2016. ‘Lipstick Under My Burkha’ received serious infamy after the Central Board of Film Certification snubbed to issue a certificate, accusing it as “lady oriented”, among other things.

Controversy about the movie grew its public support. Public opinion soon influenced in favor of the film. Consequently, Lipstick Under My Burkha’s marketing engine found a new contract of life and charged at full control as the film was cleared for release.

The B-town jumped in to support the film. Farhan Akhtar, Vishal Bhardwaj, and CBFC member Ashoke Pandit condemned the censor board’s denial to certify Lipstick Under My Burkha. Ekta Kapoor’s Balaji Motion Pictures came out to design the poster. The rest, Gossain said, was supported by the news media. “We got a lot of support from news channels, television, print and online. We did not have to push anybody. Feminist or not, people joined the movement,” she said.

But it is not every day that a mini-budget movie like Lipstick Under My Burkha gets hullabaloo and thus, eyeballs. For this victory, there are several other indies that fly under the radar regardless of critical acclaim. The year 2017 has seen some low-budget releases, such as Irada, Anarkali of Aarah, Poorna, Mukti Bhawan, A Death in the Gunj and G Kutta Se, but hardly any of them have been able to produce good story lines into box office buzz. Independent films seldom have considerable budgets, and marketing them is challenging “unless something interesting catches the people’s attention”, Gossain highlighted.

 

Nazish Islam - a media graduate with an undying love for chai, books, traveling, series shows, sports, hijab, and of course writing.

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Lipstick Under My Burkha

What makes a low-cost subjective movie a big hit? Controversy.  Make no mistake to mention here, Alankrita Shrivastava’s indie movie ‘Lipstick Under My Burkha’ that ev...