Sui Dhaaga is an upcoming film directed by Sharat Katariya and produced by Maneesh Sharma under the banner of Yash Raj Films. It stars Varun Dhawan and Anushka Sharma in lead roles. The filming began in Chanderi, Madhya Pradesh in February 2018 and the film is scheduled for release on 28 September 2018.
Now that the film is around the corner, Anushka and Varun have geared up for the promotion. The makers released a video on the National Handloom Day revealing how the movie logo was made by artisans of India instead of graphic designers, and it has no doubt impressed the audience with the creativity and realness.
The marketing team of the film wanted to celebrate the rich and diverse culture of Indian handicraft. Manan Mehta, VP – Marketing and Merchandising, YRF spoke to a leading daily about the logo and said, “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.”
He further added, “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 country’s diversity and entrepreneur spirit.”
Sui Dhaaga – Made In India is inspired by Prime Minister Narendra Modi‘s Make in India initiative.