Home / Knowledge / News / Textiles / CCI launches cotton video campaign in bollywood style
CCI launches cotton video campaign in bollywood style
10
Jul '14
Cotton Council International (CCI) is set to add some Bollywood excitement to the lives of cotton’s consumers through the launch of a new video campaign called “Check the Label.” The campaign is a hilarious take on some of the most iconic Bollywood scenes and shows how these could have been different if only cotton had a role to play. 
 
The two videos that are being released as part of the campaign are spoofs of sequences from “Himmatwala” and “Deewar.”
 
CCI’s first video called “Cottonwaala” shows Hero No. 1, a brawny rugged type trying to save a poor father’s hard earned money from villains. But, alas, despite his macho strength and showy maneuvers he not only fails but gets beaten up for his trouble. His uncomfortable, restrictive, leathery black bodysuit confines his movements and just gets in the way. 
 
Enter Hero No. 2, the Cottonwaala, all cotton, all at ease, all fluid and flexible, flowing like a true cotton ninja. He takes on the villains with great ease and panache. Moving effortlessly, he kicks and punches his way through to emerge victorious. 
 
The second film is a parody of one of the most famous dialogues from the movie “Deewar.” This video presents cotton’s love as equivalent to that of Maa’s, showing us how cotton is part of our lives and takes care of us.
 
“We are excited to launch this ‘Check the Label’ video campaign, an initiative to re-connect consumers in India with the fabric which they have grown up in,” said Agnieszka Fijol of CCI. “Cotton holds a special place in every Indian’s heart and we wanted to portray this love by using elements from another space that Indians love: Bollywood. 
 
"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 a 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. 
 
About CCI: 
Cotton Council International (CCI) is a non-profit organization working towards the promotion of cotton. In India, CCI strives to increase the use of and desire for all things cotton, to get people to care about what’s in their clothes and home textiles. CCI works to dispel misperceptions about cottonand to demonstrate its full potential through real world applications. 
 
Click here to watch the campaign video.
 
 

CCI


Must ReadView All

UNIDO, eWTP discuss strengthening ties to back e-commmerce

Textiles | On 25th Apr 2018

UNIDO, eWTP discuss strengthening ties to back e-commmerce

United Nations Industrial Development Organisation director general...

Courtesy: HueTrap

Apparel/Garments | On 25th Apr 2018

Making sustainability affordable is a big challenge

In a lot of instances, being sustainable comes with an additional...

Courtesy: Formosa Petrochemical Corporation

Textiles | On 25th Apr 2018

Formosa to set up petrochemical plant in Louisiana

Formosa Petrochemical Corporation has selected St. James Parish in...

Interviews View All

Mandeep Nagi
Shades of India

Women value something that is unique and has a flavour of India

Ghanshyam Ghoghari
Kimora Fashion

Bridalwear is not about reds and whites anymore

Manuj Terapanthi
Texaura

Transparent supply chain and fair trade will boost sustainable market

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Harsh Shah

Fynd is the central online shopping destination for fashion, offering...

Kalai Selvi

Vidyashilp Academy in Bengaluru is the country's first Fairtrade School....

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Cigdem Akin
Cigdem Akin

She has carved a niche for herself as the national brand of Turkey. Her...

Vaanee Bhatia
Gritstones Clothing

<div>Delhi-based Gritstones Clothing offers quality and exemplary style...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


April 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.9%
No
12.6%
Skip
17.5%

Total Votes: 103

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.1%
No
29.1%
Skip
7.8%

Total Votes: 103

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.4%
No
8.7%
Skip
3.9%

Total Votes: 103

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
82.5%
No
7.8%
Skip
9.7%

Total Votes: 103


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search