Sui Dhaaga: The logo of the Varun Dhawan, Anushka Sharma starrer is made in 15 different art forms

7 Aug 2018

For the first time ever, the logo of a Bollywood film has been made by artisans! The marketing team of Sui Dhaaga Made in India wanted to celebrate the rich and diverse culture of making Indian handicraft. So the team of the film starring Varun Dhawan and Anushka Sharma reached out to local artisans and craftsmen from across the length and breadth of 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 marketer. 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 celebrate our countrys diversity and entrepreneur spirit. says Manan Mehta, VP Marketing and Merchandising, YRF. The Sui Dhaaga logo has been done in a 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 Rajasthans prominent crafts like Aari, Banjara and Gota Patti, Tamil Nadus popular Toda style and Karnatakas Kasuti design. Travelling towards the east, which constitutes of over 50 percent of Indias handloom exports, the films 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 Indias culture amongst todays youth and the impact that it leaves on modern design, fabrics and fashion at large. Interestingly, YRF also chose to release the logo on National Handloom Day that celebrates the magnificence of Indian handloom the world over. A film about finding love and respect, Varun Dhawan and Anushka Sharma starrer Sui Dhaaga Made in India is a heart-warming story that celebrates the spirit of self-reliance. The films plot is inspired by Mahatma Gandhis philosophy and takes a leaf out of the hugely acclaimed Make In India campaign. While Varun plays the role of a tailor, Anushka plays an embroiderer in the film. Interestingly, Varun and Anushka have been paired for the first time. The National Award-winning, dream-team of director Sharat Kataria and producer Maneesh Sharma team up again for this film that is set to release on September 28 this year, just before Gandhi Jayanti. Also Read: Varun Dhawan and Anushka Sharma to give 40 days for Sui Dhaaga Made In India promotions!