Raymond weaves in spirit of craftsmanship with YRF’s Sui – Dhaaga – Made in India
MediaInfoline September 24, 2018
Raymond announced an association with Varun Dhawan and Anushka Sharma’s much awaited film ‘Sui Dhaaga- Made In India’, which aims to promote skill development and entrepreneurship in rural and semi urban India.
This Yash Raj Films’ entertainer celebrates the “Make in India” campaign though the inspiring story of Mauji (Varun) and Mamta (Anushka) and their journey to create their own independent fashion label “Sui Dhaaga- Made in India.” Raymond is an integral part of the film’s reel life, as the film highlights its initiative to bring about a real-life socio-economic change.
“An initiative of Raymond to develop a sustainable tailoring ecosystem ensures economic prosperity and social dignity of the profession rings true to the theme of the film. With our commitment to Make in India and in line with the Skill India Initiative, Raymond is already working towards up-skilling the existing tailoring ecosystem in the country by upgrading technology and providing employability on a sustainable basis. With a vision to train over one lakh tailors by the end of 2020 through our initiative, the seamless brand integration with ‘Sui Dhaaga- Made in India’ is an apt fitment for us,” says Sanjay Behl, CEO, Lifestyle Business, Raymond Ltd.
With readymade labels appealing the youth, tailoring as a profession is becoming second fiddle and the craftsmanship is confined to garmenting industry alone. In today’s fast-paced world, picking up a garment off-the-shelf does not guarantee the perfect fit and may not necessarily be a reflection of individual style. Hence, it cannot be contested that ‘the best fit is always a tailored fit’.
Manan Mehta, VP- Marketing and Syndication, YRF says,“Sui Dhaaga aims at not only bringing back the charm of tailoring and reinstating its relevance to the younger generations as portrayed by Mauji [Varun Dhawan] and Mamta [Anushka Sharma] in the movie, but also rekindle the spirit of entrepreneurship and craft
smanship, living true to the ‘Make In India’ revolution. And we couldn’t have asked for a better partner in this endeavour than Raymond, that truly lives up to the spirit of ‘Made In India’ and Swadesi. This association reinforces Raymond’s commitment to over 90 years of proudly Making in India.”
Watch the TVC: here
Sui Dhaaga- Made in India releases at a cinema near you on the 28th of September 2018.