LIVA, a premium fluid and natural fabric offering from the house of Birla Cellulose, has launched its latest campaign, ‘Tag Check Kiya Kya?’. The initiative encourages consumers to look beyond a garment’s appearance and check its fabric label before making a purchase, promoting informed shopping decisions and greater awareness of the clothes they wear.
As a fabric innovation brand, LIVA continues to focus on encouraging more informed fashion choices. Through an advertising film, the campaign highlights an often-overlooked element of the shopping experience: the fabric tag.
The signature pink LIVA tag serves as a mark of authenticity, helping consumers identify garments made with LIVA fabrics. The campaign aims to make checking garment labels a regular part of the shopping process while promoting transparency, consumer awareness and confidence in fashion choices.
Commenting on the campaign, Sreecharan, Vice President, Global Head – Brand Marketing, Birla Cellulose, Aditya Birla Group, said, “While checking a garment tag may seem like any simple step, but it can help consumers make more informed decisions about their purchases. Through this campaign, we hope to turn this small action into a conscious shopping habit and encourage consumers to be more mindful of the clothes they choose to wear.”
The ‘Tag Check Kiya Kya?’ campaign is being promoted across LIVA’s digital platforms, including YouTube and Instagram, to reach a wider audience and encourage consumers to pay greater attention to garment labels.