Cotton Gold Alliance To Launch $2-m Blitz

New Delhi: | Updated: Oct 28 2002, 05:30am hrs
In order to position cotton as a fashion fibre, the US-based cotton promotion firm Cotton Gold Alliance (CGA) is launching a $2-million consumer advertising campaign in India. The print campaign called The New Face of Cotton has been created by J Walter Thomson (JWT), formerly HTA, specifically for the India marketplace.

In India, cotton is associated with anything else but lifestyle, KSA Technopak chairman Arvind Singhal said. According to him, there was, therefore, a dire need to create a desire for cotton as a fashion fibre.

The campaign apart from promoting use of the Seal of Cotton trademark aims to increase consumer awareness, appreciation and preference to build demand for cotton, thereby boosting the sales of cotton products from qualified participating Indian firms.

Seal of Cotton is a unique brand recognition symbol which is recognised by seven out of ten consumers in the US. The symbol was the focal point of the US campaign that boosted cotton from a low point of 34 per cent market share in the 1970s to over 60 per cent today.

In India, the Seal of Cotton will be the centerpiece of CGAs effort to help cotton retain its dominance in the Indian market, and will identify high-quality 100 per cent cotton products at retail.

Cotton has historically dominated other fibres in India and Indian consumers have shown a strong preference for cotton. However, if nothing is done now to promote cotton, things might change in the future, Cotton Incorporated senior vice-president (global product marketing) Dean B Turner said.

Three textile companies Vardhman Spinning, Patspin India (GTN group) and Ashima group have already become charter members of the CGA and now have Seal of Cotton trademark for their 100 per cent cotton yarn fabric.