The Cotton Gold Alliance (CGA) programme has launched its fall advertising campaign with a series of striking outdoor ads. These are part of the “New Face of Cotton” campaign, created by JWT India, designed to promote cotton and combat the creeping growth of man-made fibre consumption in the country.
A total of 48 billboards are being placed across six cities, Mumbai, New Delhi, Bangalore, Hyderabad, Kolkata, and Chennai, leading up to Diwali.
CGA, launched in May 2003, aims to increase awareness and preference for cotton products in India’s middle class market. Under CGA, 100 percent cotton products are labeled with the ‘Seal of Cotton’ logo at retail. In addition, advertising, PR, and promotions are used to bolster brand positioning.
Cotton Council International and Cotton Incorporated, two international cotton promotion organizations, sponsor the programme. Thirty two local brands are now licensed to use the ‘Seal of Cotton’ logo, including Lee, Wrangler, Arrow, Logo, Icon, Cottons by Century, Moral Fibre, Indigo Nation, Scullers, Blackberrys, Monte Carlo, Cotton County, John Miller, Bare, Classic Polo, Shamken, Vardhman and Berkeley among others. Shopper’s Stop and Pantaloons have also joined the programme.
CGA has also sponsored the “Go Cotton, Go Paris” promotion in 95 retail outlets in Mumbai, Delhi, Bangalore, Chennai, and Kolkata in June 2004, resulting in sales of $1.3 million worth of labeled products.