# CCI Urges India Consumers to “Check the Label” Bollywood-Style

Author: Jim Steadman
Published: 2014-07-09
Canonical URL: https://www.cottongrower.com/cotton-news/cci-urges-india-consumers-to-check-the-label-bollywood-style/

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To promote cotton usage in India, Cotton Council International is taking Bollywood into the lives of cotton consumers through a **[new video campaign called “Check the Label.”](http://www.afaqs.com/news/story/41331_Using-Cotton-Everyday)**It takes some of the most iconic Bollywood scenes and – through humor – shows how they could have been different if only cotton had a role to play.