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.
"We are excited to launch this 'Check the Label' video campaign, an initiative to reconnect consumers in India with the fabric, which they have grown up in," Agnieszka Fijol of CCI said in a statement.
The first video titled "Cottonwaala" inspired by "Himmatwala" shows hero number one, a brawny rugged type trying to save his girl from villains. But despite his macho strength and showy maneuvers he not only fails but gets beaten up for his trouble.
Then enters hero number two, 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 save the girl of his dreams.
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 how cotton is part of our lives and takes care of us.
Fijol said: "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 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.