Varun and Anushka’s ‘Sui Dhaaga’ logo made in 15 different art forms
The makers of Varun Dhawan and Anushka Sharma starrer ‘Sui Dhaaga – Made in India’ aim to celebrate the rich and diverse handicrafts of India. Therefore, the marketing team has reached out to local artisans and craftsmen from across the country to create the logo of the film in their unique stitching styles.
Manan Mehta, VP — Marketing and Merchandising, YRF in a statement said, “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 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.”
The film’s logo is done with popular Indian 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. From the east, the film’s logo has been made in Pipli style from Odisha and handloom work from Assam, Kantha stitch work from West Bengal.
Through this move, the makers hope to create awareness of India’s culture amongst today’s youth.
The logo’s launch will be held on Tuesday coinciding with the National Handloom Day.
‘Sui Dhaaga’ is a heart-warming story that celebrates the spirit of self-reliance. The movie that is based on the Made In India concept has Varun Dhawan depicting the role of a tailor whereas Anushka will be seen as an embroiderer.
Directed by Sharat Kataria and produced by Maneesh Sharma, ‘Sui Dhaaga’ will release on September 28.