When Varun Dhawan and Anushka Sharma latest flick Sui Dhaaga” needed a logo, the Yash Raj Films Marketing company asked the stars to create an embroidery design to base it off of.

In an interesting bit of crowdsourcing, Dhawan and Sharma sent the stencil the company provided to skilled artisans across India to have them help create the logo with them.

With the film revolving around a self-employed embroiderer and tailor, it was fitting to have the talented and proud artisans and handicraft makers of the nation take on the task of designing a logo. The stencil was sent to 15 groups of artisans regions including Kashmir, Odisha, Gujarat and Uttar Pradesh. The team also worked with a group of embroiderers in an isolated, rural area of Tamil Nadu.

According to the two actors, each designer sent in unique designs that represented the culture and traditions of their home. They received Kashida and Sozni patterns from Kashmir, a colorful Phulkari from Punjab, sparkling Zardozi from Lucknow, an intricate Rabari from Gujarat, complex handloom work from Assam, and more.

“It has been an exhaustive and most rewarding experience for all of us at YRF,” said YRF Marketing and Merchandising Vice President, Manan Mehta. “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.”

Dhawan and Sharma say they were amazed by all of the beautiful responses and couldn’t just choose one. That’s why they’ve announced that they ended up accepting all of them and each will be used to represent “Sui Dhaaga.” so all the submissions were accepted as the film’s logo. As you might expect, this is the first time a Bollywood film has had so many logos.

Sui Dhaaga – Made in India logos from all over India at #SuiDhaagaMadeInIndiaTrailer Launch event😍 @varundvn @anushkasharma @yrf

A post shared by Sui Dhaaga (@suidhaagafilm) on

“Sui Dhaaga” is the first time Sharma and Dhawan have been paired opposite each other. Fans are eager to see this duo on the big screen, be sure to catch them September 28.


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