In this interview feature we explore the rise of Instagram as a new canvas for filmmakers and how Maroof Umar is using it to spotlight culture, history, and identity.
If you’ve ever come across the Instagram profile of Maroof Umar, known as @maroofculmen, chances are you stayed there far longer than you intended. I know I did! He’s one of those rare storytellers who doesn’t just find narratives hidden in the quiet corners of a place; his real magic lies in the way he frames them, how he tells them to the world. There’s something about the way Maroof crafts a story where the camera becomes the narrator. His visuals evoke nostalgia and connection, making you feel as though the story is unfolding just around the corner from your own home. He shines a light on voices that often go unnoticed in today’s crowded feed of PR-packaged content, working instead to preserve the culture and heritage embedded in the very fabric of a place—its buildings, its people, its soul. His storytelling style is rooted in space, patience, and a deep curiosity. Through his lens, spaces, especially cities, feel lived in like generations have passed through them, and the lives of those within them come vividly alive. His work doesn’t just document history; it remembers.
No wonder that in just a short span of time, he, with his unique craft of storytelling, has carved out a unique niche by blending heritage storytelling with visual artistry, which has gained over 938,000 followers. It all started with diving deep into the cultural richness of Lucknow and slowly going beyond, spotlighting historical monuments, traditional crafts, and culinary treasures through evocative, immersive narratives. And in this evolving landscape of digital storytelling, Instagram has emerged as a vital platform for filmmakers like Maroof, giving rise to communities like “Filmstagram” where creators share cinematic visions and connect with audiences across the world. His approach exemplifies how Instagram can serve as a dynamic canvas that allows filmmakers and storytellers to amplify overlooked voices, spark emotional resonance, and build communities anchored in culture, memory, and meaning. Basically, doing it all while becoming a filmmaker!
In this interview, we delve into Maroof Umar's journey as a heritage storyteller, exploring how he leverages Instagram to bring the past to life and the role platforms like Filmstagram play in shaping the future of independent filmmaking and cultural preservation.
Here's what he has to share!
“Kahaniyan nazariya badalti hain" is written in your bio, but if you had to narrate your own story, what pivotal moment would you say shifted your perspective that led you to storytelling?
It began much before I realised. I owe a lot to my mother’s bedtime stories. She didn’t just narrate tales, she painted pictures with words. I still remember the rustling of the neem tree outside, and her soft voice mixing with the silence of the night. But the pivotal shift came when I started listening more than speaking when I began to notice the thela wala on the corner, the calligrapher in the old gali, the fading paint on an ancestral door. That’s when I understood stories are not always told, sometimes they’re simply waiting to be noticed. That changed everything for me.
Would you consider yourself a storyteller deeply rooted in capturing the essence of the city and its people? If so, how did you develop this unique narrative voice that draws from life and its intricacies?
Absolutely. I’ve always believed that a city is not just a place—it’s its people, its sounds, its forgotten corners. My voice, if I may call it that, is not something I built consciously. It developed with every conversation I had with an artisan, every chai I sipped in silence at an old shop, every childhood memory that resurfaced while walking through Lucknow’s narrow lanes. I never aimed to tell grand stories, just real ones. Stories with tehzeeb, with pauses, with warmth.
Your lens often zooms in on the unnoticed corners of everyday life, revealing a cinematic depth to the mundane. Is this approach of turning the ordinary into something extraordinary—a reflection of your legacy? What is your process and how long does it take for you to shoot?
It’s true, I’ve always been drawn to the unnoticed. A cracked wall, a hand slowly folding paan, the sound of a sewing machine in the afternoon heat—these are all moments most walk past. But for me, they hold beauty and memory. My process is slow, sometimes even resisted by the pace of digital media. I like to observe, absorb, and then shoot. Sometimes a reel takes a few hours, sometimes days. But if it doesn’t feel honest, I don’t share it. I’d rather wait for the story to come to me.
Lucknow holds a special significance in your journey. How has it influenced you and shaped you as a filmmaker? And how did you further hone your storytelling craft on Instagram?
Lucknow isn’t just a city for me—it’s a character, a teacher, a friend. It shaped my nazariya. The jharokhas, the polite shopkeepers, the stories hidden in every mohalla, they taught me how to listen before I spoke. When I started sharing these stories on Instagram, I didn’t follow a template. I followed my feelings. Instagram, in a way, made me sharper and forced me to find the soul of a story in under a minute. But the tehzeeb, the emotion, that always came from Lucknow.
What are your thoughts on the growing Filmstagram community, with filmmakers using Instagram as a platform to share their work? Anyone else whose work inspires you?
I find the rise of Filmstagram quite heartening. It’s no longer just about aesthetics; it’s about perspective and what you choose to notice and preserve. This community is slowly becoming an archive of lived experiences, often overlooked in mainstream spaces. Among the many creators I admire, one name that stands out is Bharatbala. His Virtual Bharat series is something I truly look up to. The way he weaves cinematic language with deeply rooted stories of India feels timeless. His work reminds me that there is still so much to discover, and so many stories waiting to be told with care.
Do you have any advice for budding filmmakers looking to harness Instagram to amplify their own voices and stories?
Tell the story only you can tell. Don’t chase trends, chase truth. Observe the world around you: your nani’s hands, your city’s old clock tower, the rickshaw puller’s rhythm. Start there. Keep it simple, but don’t be afraid to feel. Instagram is a fast platform, but good stories will always find their way to people’s hearts no matter the length.
Have you seen Maroof’s work before? What are your thoughts on it and on the rise of the Filmstagram community as a space for filmmakers on Instagram? Tell us in the comments below!
For more such conversations, follow us on @socialketchupbinge.
Follow Us/socialketchup/media/media_files/2025/06/05/r7Kcyq3lwl2Ga8qwEpQM.png)
/socialketchup/media/media_files/2025/05/29/sk-magazine-450110.png)
/socialketchup/media/agency_attachments/2025/01/15/2025-01-15t065936648z-magazine-logo-black.png){kind=logo}
