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 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 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.
