Liva, a fabric brand from Birla Cellulose, has launched ‘Tag Check Kiya Kya?’, a campaign that encourages consumers to check fabric labels before buying clothes. The idea is built around a simple, everyday action that most shoppers tend to overlook while browsing racks, comparing styles or trying on garments, and it puts the humble label at the centre of the buying decision.
The campaign uses an ad film to draw attention to fabric tags, with Liva’s pink tag positioned as a quick way for shoppers to identify garments made with Liva fabrics. By giving the label a recognisable colour, the brand aims to make the tag easier to spot and more meaningful at the point of purchase, where decisions are often made in a hurry.
Sreecharan, vice president, global head – brand marketing, Birla Cellulose, Aditya Birla Group, said checking a garment tag may seem like a simple step, but it can help consumers make more informed decisions about their purchases. He added that the campaign hopes 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 campaign is available across Liva’s digital platforms, including YouTube and Instagram. With the ad film leading the push, ‘Tag Check Kiya Kya?’ reflects the brand’s effort to bring fabric awareness into everyday shopping conversations, nudging buyers to pause, read the label and choose with a little more thought before they head to the billing counter.
