‘Sui Dhaaga’: For the first time ever, a film’s logo is to be made by artisans!
| Updated: Aug 7, 2018, 16:19 IST
In an effort to celebrate the rich and the diverse handicrafts of India, 'Sui Dhaaga', starring Anushka Sharma as an embroider and Varun Dhawan as a tailor, is a film that has been inspired by the 'Make In Indian' campaign. We now hear that the film's logo, for the very first time in the history of Bollywood, will be made by artisans in the country. The logo's launch also apparently coincides with the National Handloom Day, a perfect day to start promotions.
The team of the film reached out to artisans 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. 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.
The logo needs to be 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 to be made in Pipli style from Odisha and handloom work from Assam, Kantha stitch work from West Bengal. Zardozi work from Lucknow needs to be incorporated into the design too.
This is the first time that Anushka and Varun have been paired together and this too has created a lot of buzz considering what great actors the two are. The National Award-winning, dream-team of director Sharat Kataria and producer Maneesh Sharma have teamed up again for this entertainer and the film is all set to release on the 28th of September.
The team of the film reached out to artisans 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. 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.
The logo needs to be 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 to be made in Pipli style from Odisha and handloom work from Assam, Kantha stitch work from West Bengal. Zardozi work from Lucknow needs to be incorporated into the design too.
This is the first time that Anushka and Varun have been paired together and this too has created a lot of buzz considering what great actors the two are. The National Award-winning, dream-team of director Sharat Kataria and producer Maneesh Sharma have teamed up again for this entertainer and the film is all set to release on the 28th of September.