The makers of Sui Dhaaga: Made in India wanted to celebrate the rich and diverse culture of Indian handicraft. So, the marketing team at Yash Raj Films reached out to craftsmen from across the nation to create the logo of their movie in unique styles.
“To position Sui Dhaaga: Made in India, we realised that it wasn’t just enough to act like a film marketer. 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 campaign. And what could be a better idea than inviting the artisans of our country to design the logo of our movie. We reached out to 15 uniquely- skilled artists/artist groups across the length and breadth of our nation, who helped us do this. It has been an exhaustive, but the most rewarding experience for all of us. It has taken six months to plan, research and execute our logo in 15 styles that celebrate our country’s diversity and entrepreneurial spirit,” says Manan Mehta, VP — Marketing and Merchandising, YRF.
The emblem has been done in globally-popular Indian needlework forms of Kashida and Sozni from Kashmir, colourful Phulkari from Punjab, intricate thread work techniques such as 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 embroidery as well as Karnataka’s Kasuti design. Travelling towards the east, which constitutes of over 50 per cent of India’s handloom exports, the film’s logo has been made in Pipli applique from Odisha, handloom work from Assam and Kantha embroidery from West Bengal.
Through this move, the makers of Sui Dhaaga hope to create awareness about India’s culture among today’s youth and its impact on modern design, fabrics and fashion at large. Interestingly, YRF also chose to release the logo on National Handloom Day, which celebrates the magnificence of Indian handloom across the globe.
The Varun Dhawan-Anushka Sharma-starrer is a heart-warming story that celebrates the spirit of self-reliance. The plot is inspired by Mahatma Gandhi’s philosophy and takes a leaf out of the hugely-acclaimed Make In India campaign. The film releases on September 28, just four days before Gandhi Jayanti and has Varun playing a tailor while Anushka is seen as an embroiderer.
The National Award-winning dream-team of director Sharat Kataria and producer Maneesh Sharma, who had earlier collaborated for Dum Laga Ke Haisha (2015), have teamed up again for this movie.
