Cotton Council shows how to be a 'Himmatwala' with cotton

The video campaign, 'Check the Label', has been conceptualised by FoxyMoron, and is a hilarious take on the some of the most iconic Bollywood scenes

BestMediaInfo Bureau | Mumbai | July 15, 2014

Click on the image to watch the Video.

Cotton Council International (CCI), a non-profit organisation working towards the promotion of cotton, has launched a video campaign named 'Check the Label'. The campaign, conceptualised by FoxyMoron, is a hilarious take on the some of the most iconic Bollywood scenes and how different they would have been if cotton had a major role to play.

Akshay Gurnani, Business Head - North, FoxyMoron, commented, “The Indian audience is always looking for entertainment and Bollywood is an avenue that rarely fails to deliver. This led to the conceptualization of 'Cottonwala' within the campaign which is fun and interactive. The aim is to encourage the audience to respect good quality cotton and always check the label before making a purchase.”

The two videos released online by CCI are a spoof of sequences from Bollywood movies like 'Himmatwala' and 'Deewar'.  The first video titled 'Cottonwala' shows a brawny, rugged man making a dramatic entry and going on to save a poor man whose hard earned money is being snatched by some villains. His machismo fails to do the wonders and he gets beaten black and blue by the villains. This happened because he is wearing a very uncomfortable leathery, black body suit which restricts his body movement. In this highly dramatic intense moment, the hero, Cottonwala, a young handsome man donning a white cotton shirt, enters the scene and handles all the villains alone. This was because he was wearing a cotton shirt, which allowed free body movement.

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.

Agnieszka Fijol of CCI said, “We are excited to launch this 'Check the Label' video campaign, an initiative to reconnect consumers in India with the fabric which they have grown up in. 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.”

The Video:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Foxymoron

Business Head (North): Akshay Gurnani

Creative Head (North): Kumar Abhishek

Executive Business Director: Harshil Karia

Director - Film: Abhinav Tiwari

Production House: Foxymoron

Producer: Salome Sullivan

Music: Anurag Saika

Media Planning: Prakash Bhadarka

Info@BestMediaInfo.com

Info@BestMediaInfo.com