The exquisite logo of a Bollywood film Sui Dhaga has been made by artisans! To have an effective marketing of the film they pay tribute to all the artists and diverse culture craftmen to make things according to the film content. So the team reached out to local artisans and craftsmen from across the length and breadth of the country to create the logo of the film in their unique stitching styles.
The Sui Dhaaga logo has been done in a striking, popular Indian hand needlework forms of Kashida and Sozni from Kashmir, colourful Phulkari from Punjab, the intricate thread work forms Rabari and Mochi Bharat from Gujarat, Phool Patti from Uttar Pradesh and Zardozi work from Lucknow. It has also been created in Rajasthan’s prominent crafts like Aari, Banjara and Gota Patti, Tamil Nadu’s popular Toda style and Karnataka’s Kasuti design. Traveling towards the east, which constitutes of over 50 percent of India’s handloom exports, the film’s logo has been made in Pipli style from Odisha, Handloom work from Assam, Kantha stitch work from West Bengal.
“To position our film Sui Dhaaga – Made in India, we realised that it was just not enough to act like a film marketer. In fact, we had to look at ourselves as a team marketing the art and handicraft culture of our country. With this embodiment of our strategy, we needed an idea that would be the fulcrum of our entire campaign. And what could be a better idea than inviting the artisans of our country to design the logo of our film. We reached out to 15 uniquely skilled artists/artist groups across the lengths and breadths of our nation who helped us design our film logo. It has been an exhaustive and most rewarding experience for all of us at YRF. It has taken six months to plan, research and execute our logo in 15 different styles that celebrates our country’s diversity and entrepreneur spirit.” says Manan Mehta, VP – Marketing and Merchandising, YRF.
Portraying 15 artisans pattern in their logo, YRF has successfully managed to gather diverse art at one place.
A film about finding love and respect through self-reliance, Varun Dhawan and Anushka Sharma starrer Sui Dhaaga – Made in India celebrates the spirit of self respect and self realization. The film’s plot is inspired by Mahatma Gandhi’s philosophy and takes a leaf out of the hugely acclaimed Make In India campaign. While Varun plays the role of a tailor, Anushka plays an embroiderer in the film.
Versatile actors, Varun and Anushka have been paired for the first time and are definitely the most-awaited on-screen jodis of 2018. The National Award-winning, dream-team of director Sharat Kataria and producer Maneesh Sharma team up again for Yash Raj Films’ entertainer Sui Dhaaga – Made in India that is set to release on September 28 this year, just before Gandhi Jayanti.