Cotton Gold Alliance's new outdoor ad campaign

MUMBAI: The Cotton Gold Alliances (CGA) programme in India has launched a new ad campaign across India with a series of outdoor ads. These are part of the New Face of Cotton campaign created by JWT India


The aim is to promote cotton and combat the creeping growth of man-made fiber consumption in the country. 48 billboards were placed across six cities - Mumbai, New Delhi, Bangalore, Hyderabad, Kolkata, and Chennai in the lead up to Diwali.

The CGA had launched its advertising and marketing programme in May 2003. The aim was to increase awareness and preference for cotton products among India’s middle class market. Under the CGA, 100 per cent cotton product is labeled with the Seal of Cotton logo at retail.


The programme is sponsored by Cotton Council International and Cotton Inc two international cotton promotion organisations. 32 local brands are now licensed to use the Seal of Cotton logo, including Lee, Wrangler, Arrow, Logo, Icon and Indigo

CGA claims that through ad campaigns the logo awareness regarding the Seal of Cotton among SEC “A” consumers increased to 15 per cent in one year, up from a baseline of five per cent.

Scores of billboards in major metropolitan centers featured the Seal of Cotton. The CGA also sponsored the “Go Cotton, Go Paris” promotion in 95 retail outlets in Mumbai, Delhi, Bangalore, Chennai, and Kolkata in June 2004. This resulted in sales of $1.3 million worth of labeled product.


In addition, CGA partners now feature the Seal of Cotton logo in their own ad. An estimated $4 million will be invested by CGA partners on ads featuring the Seal of Cotton by the end of this year.

CGA added that the early success of the advertising programme indicates the effectiveness of an integrated marketing strategy that touts the benefits of natural fiber. A consumer survey this year showed that per capita cotton consumption among the target market increased across all categories from 2003 to 2004.

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