Sharat Katariya's upcoming venture Sui Dhaaga: Made in India has been in news for the last couple of days. Produced by Yash Raj Films, this movie brings together Bollywood leading stars Varun Dhawan and Anushka Sharma Kohli for the first time together. If that isn't a good enough reason to watch the movie, then wait to you read till the very end!
The film is slated to release on September 28 this year.
On Tuesday, the actors took to their respective social media handles, to reveal the much-awaited logo of their movie. One can say that this logo is the most creative and hard-earned logo ever created for a Bollywood film. For the first time in the history of Hindi cinema, a film's logo has been made by artisans from across the country.
Reportedly, the team's marketing team reached out to local artisans and craftsmen from across the length and breadth of the country to create the logo in their unique stitching styles. Sharing a special video, Varun Dhawan and Anushka Sharma took us through their journey of sending a stencil to many artists in Uttar Pradesh, Assam, Rajasthan, Tamil Nadu and more. Afterward, all the artists sent back their own designs in beautiful colors and fabrics.
The logo of the movie has been done in compelling, 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.
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“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.
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.
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"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.
Also, August 7, 2018 (Tuesday) was observed as the fourth National Handloom Day; a day which is celebrated to honor Indian handloom weavers and celebrate the rich cultural legacy of handlooms in the country. Hence, the team shared the logo on the same day.
Helmed by Sharat Katariya and produced by Maneesh Sharma, Sui Dhaaga: Made in India is a heart-touching story that celebrates India's spirit of self-reliance. While Varun plays the role of a tailor (Mauji), Anushka plays an embroiderer (Mamta) in the film. 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.
“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.
On a related note, Varun Dhawan and Anushka Sharma will surely be a delight to watch. They are definitely the most-awaited on-screen jodis of 2018. While Varun Dhawan will also be seen in Dharma Productions upcoming project Kalank with Alia Bhatt, Sonakshi Sinha, Aditya Roy Kapur, Madhuri Dixit and Sanjay Dutt; Anushka Sharma is looking forward for the release of Aanand L. Rai’s Zero, co-starring Shah Rukh Khan and Katrina Kaif.