Bhubaneswar: The makers of movie Sui Dhaaga: MADE IN INDIA, starring Varun Dhawan and Anushka Sharma, which will hit the theaters September 28 this year is creating buzz with its unique promotion strategy.
At first, on the occasion of National Handloom Day, the logo of the Yash Raj Films (YRF) production was released in which the lead actors paid tribute to the indigenous artisans of the country. The logo exhibited the incredible and diversified handiwork of as many as 15 kinds of needlework from various corners of the country including handmade works of artisans of Pipli in Odisha.
Consequently, in the second phase of promotion, YRF is promoting the artists’ works whose works were used in the creation of the film’s logo.
In the latest promotional video uploaded by YRF, Varun and Anushka shared the story of Sharda Mohapatra who specialises in Pipli work, invented in Orissa. It may be worth mentioning here that the famous appliqué work had its origin in Pipli, which was established by the King of Odisha for accommodating the craftsmen who made appliqué umbrellas and canopies for Rath Yatra. Appliqué is an ornamental needlework in which pieces of fabric in different shapes and patterns are sewn onto a larger piece to form a pattern. It is commonly used for decoration purposes.
The actor duo appreciated the work of Sharda and lauded her for promoting traditional art work and self-reliance among the people.
Interacting with Orissa POST, Sharda, who has been in this field for the last twenty years, said, “I was contacted by Yash Raj Films a few months ago.” Later, she along with officials from the production house took a tour of Raghurajpur and Pipli where she showed them her new designs.
She pointed out that the motto of the movie is about pursuing your passion and celebrating the spirit of self-reliance. “Handiwork or appliqué work gives the chance to artisans to be self-reliant and showcase their artistry skills,” she added.
Sharda mentioned that she “pounces on every chance” where she can illustrate the artwork of the state. “I have travelled to more than 20 countries including Spain, USA, China, England, Germany, Italy, Australia and Singapore among others where I have shown what Odia art and crafts is,” she mentioned. Sharda has also imparted training to women with an attempt to create a livelihood for them. “I provide vocational training to poverty stricken women for free, I feel that I’m doing my part in offering them some career opportunities,” she added.
“Through kurtas, sarees, stoles and even skirts, I try my best to leave a mark of Odisha in every work of mine”, she underlined.
Sharda who employs more than 40 people, said, “Pipli, which is just a few kilometres from Bhubaneswar, is a village where every house boasts of an artisan. It is a rich pool of talent.” All the houses and shops along the roads of Pipli have one thing in common: beautiful appliqué work, in the making or on display, all giving out a loud burst of colour. Here the artisans with their skilful blending of myths, symbolism and imagination provide the craft an appealing dynamism. However, she lamented that nowadays machine work is catching up and handiwork and appliqué work is taking a hit which is not a good omen to keep the age-old tradition and culture alive.
Directed by Sharat Kataria and produced by Maneesh Sharma under the banner of YRF, Sui-Dhaaga is about finding love and respect through self-reliance and its plot is inspired by Mahatma Gandhi’s philosophy of self-sufficiency.
It may be mentioned here that in the last few months, the Hindi film industry in multiple ways is getting attracted towards Odisha. Recently, actor and dancer Tiger Shroff danced to the tunes of an Odia song Maya Re Baya from the movie Toka Ta Fasigala.
Arindam Ganguly, OP