In 1976, the prestigious Cannes Film Festival for the first time witnessed the graceful presence of Bollywood stalwarts Shabana Azmi and the late Smita Patil. They represented Indian cinema with their film “Nishant,” directed by Shyam Benegal. Without financial backing for advertising, Shabana Azmi’s Kanjivaram saree became a significant element in attracting the Cannes audience towards “Nishant,” marking a notable moment in history.
The Cannes Film Festival is a grand occasion, renowned for its gatherings and extensive advertising campaigns. However, the 1976 festival was different for Shabana Azmi and Smita Patil as they arrived with neither resources for advertising nor the whereabouts of their promotional material. To cope with the challenge, Shyam Benegal, adept in advertising, proposed an innovative idea. He advised Shabana and Smita to don their finest Kanjivaram sarees and bindis and to promenade by the boulevard early in the morning. This ingenious approach drew considerable attention from onlookers, who were invited to their film’s screening, resulting in a packed audience.
Shabana Azmi reminisces about the experience, noting how their simple act of walking in traditional attire turned heads and effectively gathered an audience. The stunning Kanjivaram sarees served as a bridge, connecting the vibrant artistry of Indian films with the global stage of Cannes, bringing attention to their work despite the absence of publicity materials.
The Impact of “Nishant” at Cannes
“Nishant,” released in 1975, was crafted under the visionary direction of Shyam Benegal and written by Vijay Tendulkar. The film, featuring an ensemble cast including Shabana Azmi, Smita Patil, Naseeruddin Shah, and others, delves into a socio-political narrative set in rural India. In 1977, it earned the National Film Award for Best Feature Film in Hindi and transcended boundaries by securing nominations at significant international festivals such as the 1976 Cannes Film Festival for the Palme d’Or, the London Film Festival, and others in Melbourne and Chicago.
Shabana Azmi’s experience at Cannes exemplifies how cultural attire can serve as both a statement and a marketing tool, effectively showcasing Indian tradition on a global platform. Her journey emphasizes the power of authenticity and cultural pride in integrating Indian cinema into the international arena.
Shabana Azmi’s Continuing Influence
Beyond Cannes, Shabana Azmi’s illustrious career continues to inspire. She received praise for her roles in Shekhar Kapur’s “What’s Love Got to Do With It,” appearing alongside Lily James, Emma Thompson, and others, and for her part in Karan Johar‘s “Rocky Aur Rani Ki Prem Kahani,” which features Ranveer Singh and Alia Bhatt. Her capacity to consistently deliver compelling performances has solidified her status as a revered figure in Indian cinema.
As audiences reflect on the Cannes event, Shabana Azmi’s choice of the Kanjivaram saree stands as a timeless symbol of grace and tradition, continuing to influence and inspire millions, illustrating how heritage can play a vital role in artistic success on the global stage. The elegance of the Kanjivaram unites the world in appreciation of India’s rich cinematic and cultural tapestry.
