Entertainment > Audiovisual Branded Content

THE SUI DHAAGA LOGO

YASH RAJ FILMS, Mumbai / YASH RAJ FILMS PVT LTD / 2019

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Overview

Credits

OVERVIEW

Why is this work relevant for Entertainment?

Our Bollywood film Sui Dhaaga (which literally means Needle and Thread)

is a story of an artisan couple who put their heart and soul into their art with the needle and thread and try to make their ends meet. Similarly, there are numerous artists across India who should be celebrated and spoken about. Our Logo film is a tribute to such talented artists who are creating masterpieces every day with their hands and a simple needle and thread.

Background

Sui Dhaaga was a niche film designed to tell the story of the struggles of being an Indian handicraft artist. The plot of the film was appealing to a limited set of audience. Goal was to expand the appeal of the film to a larger audience in a unique, engaging manner while staying true to the message. Though our scale of release in theatres was limited, our critical objective was to get into the consideration set of movie-going audience and hope that they see it in cinemas.

Describe the creative idea

We realised that though the interest in Indian handicraft is declining, its distinct visual identity and the pride of recognising it as uniquely Indian is ever so strong. So taking this as the base insight we got our film’s logo to be designed by different artists in different art forms from across India. For the first time ever in the world, a film’s logo was being created in multiple art forms using needle and thread. Our film’s logo was made on a huge scale where artists across the length and breadth of the county were involved for more than a year on the project.

Describe the strategy

To position our film Sui Dhaaga (needle and thread), 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.

Describe the execution

We reached out to uniquely skilled artists/artist groups across the lengths and breadths of our nation who helped us design our film logo. It took more than a year to plan, research and execute our logo in 15 different styles that celebrates our country’s diversity and entrepreneur spirit. More than 50 artists worked tirelessly across the country to come up with their own rendition of the logo.

Describe the outcome

The uniqueness of this idea enabled it to travel far and wide on all platforms organically and created a high volume of conversations across earned media about the movie.

This video, made at a meagre $5K gave disproportionate ROI. Organic 6 Million YouTube views, 128+ Million Twitter and 10+ Million Instagram impressions. It transited from social to mainstream media and attained earned media coverage worth $2Million across print and electronic media increasing our visibility & reach. Not just us, even the artists benefited and were recognised because of the campaign.

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