The making of a film requires all kinds of nutjobs. It needs gaffers who are obsessed with light, lyricists with street slang and designers with the colour wheel. Similarly, 28-year-old Jahan Bakshi, who has worked as an assistant director (Gangs of Wasseypur), social media manager (Masaan, Hunterrr), marketer (at Drishyam Films), and subtitler (Sacred Games, Badhaai Ho), is bonkers over publicity design. "I've geeked out on movie posters for a very long time," he says.

Since Instagram is a good place to fan an obsession (even if it's with yourself), he started a page called Posterphilia in September. On it, he critiques film posters, offering a nerd's view of a niche art form. "Movie posters are an intersection between art and design," he says. "Even some very good designers actually s*@k at making posters because it does require a certain sensibility. Also, I have been very frustrated with the kind of work we do in India. Because we used to have a great poster tradition: Guide, Bobby, Mother India, all of Satyajit Ray's posters. And now we just dole out these really, really terribly Photoshopped or over-smoothened [images], and generally plagiarise a lot. Sometimes, it looks like Prisma ka filter laga diya hai, it's that bad."