Liva, the premium fluid and natural fabric brand from Birla Cellulose, has launched a new consumer awareness campaign, ‘Tag Check Kiya Kya?’, urging shoppers to check the fabric label before they buy.
The campaign asks consumers to look beyond how a garment appears and read its tag, with the aim of helping them make more informed and safer choices about what they wear. It is built around an ad film that turns the spotlight on a detail many shoppers overlook.
Central to the effort is Liva’s signature pink tag, which the brand describes as a mark of authenticity that lets consumers identify garments made with Liva fabrics. Through the campaign, Liva hopes to make label-checking a regular part of the shopping routine while promoting greater transparency, awareness and confidence in fashion purchases.
Commenting on the initiative, 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 campaign relies on a simple, memorable tagline to build awareness and is live across Liva’s digital platforms, including YouTube and Instagram, as the brand looks to reach a wider audience.
Liva, a flagship brand of the Aditya Birla Group, is a fabric brand made with 100% nature-based ingredients, suited to apparel, home textile and nonwoven applications. Its fabrics are made from renewable plant-based fibres sourced sustainably from wood pulp, and are known for their fluidity, breathability and luxurious drape.
