The film's team have put up installations at Girgaum, Bandra, Worli and Matunga.
Anushka Sharma, Varun Dhawan yarn bomb iconic spots in Mumbai
Mumbai - 06 Sep 2018 15:00 IST
Taking film promotions a notch ahead, Yash Raj Films's marketing team has taken creativity to the streets by ‘yarn bombing’ iconic locations in the city. Yarn bombing is a street art that sports installations of colourful knitted or crocheted yarn.
The film's stars, Varun Dhawan and Anushka Sharma, promoted their film at Wilson College, Girgaum in Mumbai following a brief interaction with the media, the duo then headed to Girguam Chowpatty, where the team planted yarn threads on a tree.
While Dhawan and Sharma didn’t travel to the other locations, the film's team yarn bombed other locations such as Worli, Matunga, and Bandstand and Talao Pali Lake in Bandra. The prominent installations were a huge sewing machine made of yarn at Bandstand, Bandra and the decoration of RK Laxman’s iconic The Common Man statue at Worli sea-face.
“Yarn bombing is a rich street art where a city’s iconic spot gets covered by embroidered and crocheted work, basis a theme. This is one of the most innovative marketing activity ever done to promote a film. It is a visually appealing idea that also promotes the hard work and skill of all our talented craftsmen. Our yarn bombing tries to connect with the Make in India spirit that Sui Dhaaga embodies in its story,” Anushka Sharma said at the event.
“We thoroughly loved participating in yarn bombing the most amazing city in the world – my hometown Mumbai. We were excited to participate and contribute to this idea right from the moment we heard it and I’m just amazed to see the beautiful result. These iconic spots are now bearing a tribute to our extremely talented artisans and craftsmen who are famous across the world,” actor Varun Dhawan added.
Sui Dhaaga is the story of self-reliance and encourages entrepreneurship. Directed by Sharat Katariya, Sui Dhaaga is set to be released on 28 September.