Indiantelevision.com Team

MUMBAI: The Cotton Gold Alliance (CGA) program has launched its summer advertising campaign across India with a series of outdoor ads. These are part of the 'New Face of Cotton' campaign, created by JWT India and designed to promote cotton and combat the growth of man-made fiber consumption in the country.

'Go cotton, recognize 100 per cent cotton' were the punch lines for the last year's campaign. This year's campaign has shifted focus to specifics such as cotton being shiny, wrinkle-free and stretchable fabric.

The one-month long outdoor campaign is running on hoardings and billboards across four metros and Hyderabad at a total cost of approximately Rs 15 million.

Campaign creative director Amit Ajwani says, "The campaign projects the new face of cotton and this has been done by the use of masks as a metaphor to this idea." The campaign also focuses on six kinds of clothes: casuals, evening wear, office wear, Friday dressing, woman's ethnic wear and denim.

Commenting on the campaign, KSA Technopak consultant Kunjna Ohri says, "With the hoardings on key locations, we hope to reach out to customers and increase awareness and preference for pure cotton. Customers can look out for the Seal of CottonT on their favourite apparel brands to be assured of the purity and superior quality of the fabric."

The CGA Program, launched in May 2003, aims to increase awareness and preference for cotton products among India's middle class market.