Bangalore, with its swanky shopping malls and retail outlets, became the natural choice for the stretch fibre brand, Lycra for the national launch of its `Has It' campaign, which will create awareness about the product.
Though only a fibre and not a fabric, it enjoys the brand status associated apparels.
The campaign, part of the $200-million global brand building initiative, will be started from city's leading shopping malls, Forum and Bangalore Central.
Lycra's functionality as a stretch fibre which retains the apparels' shape, style and quality would be highlighted through the campaign with assistance of about 30 apparel and garment brands which use Lycra for blending with the basic fabric made from cotton and synthetic materials.
Mr Satish Khurana, Director, Sales & Marketing, Invista, said that India being an important exporter of garments and textiles was among the top three markets for Lycra.
The growth was double digit in the last 10 years, said Mr Khurana adding that with a thrust given in the current Budget for the textile and garments industry, Invista saw a big potential for Lycra in India.
Apart from direct contact with consumers, Invista also would be stepping up Lycra brand promotion through MTV Style Awards and Style Fashion Awards, which have made deep impression in China and other countries, Mr Khurana said.
The MTV Style Award concept brought to India last year to leverage the growing fashion consciousness of the younger generation through the popular entertainment channel, the awards honour the celebrities and individuals for their outstanding sense of style from different walks of life, including fashion, entertainment, sport and music.
MTV-Style Award will be launched on October 15. The Fashion Awards will see 60 famous fashion brands demonstrating the product value of Lycra.