MAM
Cotton Gold Alliance reveals ‘New Face Of Cotton’ campaign
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.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
