The marketing team of Sui Dhaaga – Made in India wanted to celebrate the rich and diverse culture of Indian handicraft. So the team reached out to local artisans and craftsmen from across the country to create the logo of the film in their unique stitching styles.
“To position our film Sui Dhaaga – Made in India, we realised that it was just not enough to act like a film marketeer. In fact we had to look at ourselves as a team marketing the art and handicraft culture of our country. 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,” says Manan Mehta, VP – Marketing and Merchandising, YRF, adding that it took them six months to plan, research and execute this idea.
The Sui Dhaaga logo has been done in the striking, globally 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 be 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 the 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.
By creating a logo in as many as 15 different needle art forms from India, Sui Dhaaga hopes to create awareness of India’s culture amongst today’s youth and the impact that it leaves on modern design, fabrics and fashion at large. Interestingly, YRF also chose to release to the logo on National Handloom Day that celebrates the magnificence of Indian handloom the world over.
A film about finding love and respect through self-reliance, the Varun Dhawan and Anushka Sharma-starrer is said to be a heart-warming story that celebrates the spirit of self-reliance. The film’s plot is inspired by Mahatma Gandhi’s philosophy and takes a leaf out of the Make In India campaign. While Varun plays the role of a tailor, Anushka plays an embroiderer in the film.
Varun and Anushka have been paired for the first time in this film. The National Award-winning team of director Sharat Kataria and producer Maneesh Sharma have joined hands again for Sui Dhaaga - Made in India that is set for release on September 28.