Varun Dhawan and Anushka Sharma’s Sui Dhaaga is simply around just a month away. The film, which boasts about being really ‘Made In India’ went ahead to making the news as far back as its inception. Courtesy fresh pairing, Sui Dhaaga has constantly discovered one way or the other to hoard the spotlight; be it for its leaked on-set pictures or the posters, Sui Dhaaga dependably made the viral rounds. Presently when the release date is near as ever, the makers including director Sharat Kataria have taken their promotions a step higher. On the event of Handloom Day, the star cast of Sui Dhaaga uncover a video telling how they got their logo made by the craftsmans.
Since Sui Dhaaga depends on Small and Medium Scale Industries, the logo of the film was made by the craftsmans. It’s the first run through ever in Bollywood that a logo is made by the craftsmans and not graphics. The makers connected with the craftsmans/artisans from the remotest spots of India to make the logo of the film.
“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.
By getting the logo made in more than 15 distinctive needle fine arts from India, the Sui Dhaaga group expects to get attention to India’s way of life among the present youth. Curiously, YRF chose to release the logo on National Handloom Day.
Featuring Anushka Sharma and Varun Dhawan, Sui Dhaaga is slated to release on September 28 this year, just before Gandhi Jayanti.