New Delhi: Cotton Council International (CCI) has launched a video campaign “Check the Label” to promote the fabric. The funny and engaging videos inspired by iconic Bollywood scenes from films like “Deewar” and “Himmatwala” send out an important message.
“The combination of the two ‘loves’ has resulted in these great videos by FoxyMoron that are funny and engaging and bring out an important message. In an age of fabric substitution, we want consumers to care about what’s in their clothes and make the effort to ‘check the label.’”
The videos are part of a larger campaign in which CCI wants to make cotton a part of consumers’ daily conversations. The campaign is aimed at reminding them why they love cotton, why cotton best meets their needs, and encouraging them to check the label when buying their clothes and home textiles.