Anushka Sharma Kohli and Varun Dhawan starrer Yash Raj Films' Sui Dhaaga: Made in India will be a special movie in every way. Inspired by the philosophy of Mahatma Gandhi and PM Narendra Modi’s Make In India campaign, the movie celebrates the rich and diverse culture of Indian handicraft. That being said, the marketing team at YRF contacted craftsmen across the nation to contribute their unique styles for the logo of the movie.
The film is scheduled to release on September 28, 2018
“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," says Manan Mehta, VP — Marketing and Merchandising, YRF.
"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," he added.
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.
Also other crafts like Rajasthan’s prominent crafts like Aari, Banjara and Gota Patti, Tamil Nadu’s popular Toda embroidery as well as Karnataka’s Kasuti design have been used. Moving towards the East, which also controls 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.
With this movie, the team of the movie not only wants to create awareness about India's culture but also discuss about its impact on modern design, fabrics and fashion at large. Moreover, YRF chose a very special day to release the logo of the movie: on National Handloom Day, which celebrates the magnificence of Indian handloom across the globe.
“From Gandhiji to Modiji, our leaders have always endorsed the mantra of Made in India. With SUI DHAAGA, I am proud to take their message to millions of movie lovers in a way that is entertaining and relevant. I really liked the script that Sharat had written and I am happy that I am teaming up with YRF on this one. Anushka and I are pairing up for the first time so I am sure there will be fireworks," Varun said about the movie.
Sui Dhaaga: Made in India is a heart-warming story about a simple embroider Mamta and a tailor, Mauji. 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.