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Break that Emotional ‘Deewar’ and Be a ‘Himmatwala’ with Cotton Cotton Council International launches a video campaign showing us the true hero in our lives


New Delhi, July 07, 2014: Whether you’re the “sweep them of their feet”, or the “quiet achiever” type of hero, it’s cotton that helps you be at your best. Discover all that can happen in your regular mundane life, if only you wear cotton.


Cotton Council International (CCI) is set to add some Bollywood excitement to the lives of cotton’s consumers through the launch of a new video campaign called “Check the Label.” The campaign is a hilarious take on some of the most iconic Bollywood scenes and shows how these could have been different if only cotton had a role to play.


The two videos that are being released as part of the campaign are spoofs of sequences from “Himmatwala” and “Deewar.”


CCI’s first video called “Cottonwaala” shows Hero No. 1, a brawny rugged type trying to save a poor father’s hard earned money from villains. But, alas, despite his macho strength and showy maneuvers he not only fails but gets beaten up for his trouble. His uncomfortable, restrictive, leathery black bodysuit confines his movements and just gets in the way. Enter Hero No. 2, the Cottonwaala, all cotton, all at ease, all fluid and flexible, flowing like a true cotton ninja. He takes on the villains with great ease and panache. Moving effortlessly, he kicks and punches his way through to emerge victorious.


The second film is a parody of one of the most famous dialogues from the movie “Deewar.” This video presents cotton’s love as equivalent to that of Maa’s, showing us how cotton is part of our lives and takes care of us.


“We are excited to launch this ‘Check the Label’ video campaign, an initiative to re-connect consumers in India with the fabric which they have grown up in,” said Agnieszka Fijol of CCI. “Cotton holds a special place in every Indian’s heart and we wanted to portray this love by using elements from another space that Indians love: Bollywood.


The combination of the two ‘loves’ has resulted in these great videos by FoxyMoron that are funny and engaging and bring out an important message. In an age of fabric substitution, we want consumers to care about what’s in their clothes and make the effort to ‘check the label.’”


The videos are a part of a larger campaign in which CCI wants to make cotton a part of consumers’ daily conversations. The campaign is aimed at reminding them why they love cotton, why cotton best meets their needs, and encouraging them to check the label when buying their clothes and home textiles.


Look out for the videos that will hit your computer screens in the next couple of days, and don’t forget to check the label the next time you shop!


About CCI:
Cotton Council International (CCI) is a non-profit organization working towards the promotion of cotton. In India, CCI strives to increase the use of and desire for all things cotton, to get people to care about what’s in their clothes and home textiles. CCI works to dispel misperceptions about cotton and to demonstrate its full potential through real world applications.


Campaign Details:

• Creative Agency: FoxyMoron
• Business Head (North): Akshay Gurnani
• Creative Head (North): Kumar Abhishek
• Co-founder & Digital Strategist: Harshil Karia
• Director for the film: Abhinav Tiwari
• Production House: FoxyMoron
• Producer: Salome Sullivan
• Media Planning: Prakash Bhadarka
• Language: Hindi
• Duration: 3:12
• Music: Anurag Saikia
• Account Management Preeti Dhingra, Archita Ghosh
• Design and Art Anisha Sahni, Atul Saini, Akhil Chopra