With the aim to increase awareness and preference for cotton products, Cotton Gold Alliance has launched its summer advertising campaign, 'New Face of Cotton,' across India with a series of striking outdoor ads.
The month-long outdoor campaign kicked off from April 22 and is running on hoardings and billboards across the four metros as well as Bangalore and Hyderabad.
Created by JWT India, the campaign has been made at an approximate cost of Rs 1.5 crore. KSA Technopak, one of the leading global management-consulting firms, is representing the interests of Cotton Gold Alliance in India.
Kunjna Ohri, Consultant, KSA Technopak, said, "With the hoardings on key locations, we hope to reach out to customers and increase awareness and preference for pure cotton."
The campaign focuses on six kinds of clothes -- casuals, evening wear, office wear, Friday dressing, woman's ethnic wear and denim. It communicates to the consumers the various attributes of cotton.
Amit Ajwani, creative director for the campaign, said, "The campaign projects the new face of cotton and this has been done by the use of masks as a metaphor to this idea."
Asked on the reason behind the thrust on outdoor advertising, Ohri said, "The effort has been to bring in the maximum number of consumers. The feel of the campaign has been to enhance the visibility factor for the cotton feel among the target audience."