LIVA BIRLA CELLULOSE ADITYA BIRLA GROUP TAG CHECK KIYA KYA FABRIC LABELS FABRIC TAGS CONSCIOUS SHOPPING MINDFUL FASHION CONSUMER AWARENESS INFORMED PURCHASES GARMENT IDENTIFICATION DIGITAL CAMPAIGN BRAND MARKETING SREECHARAN SUSTAINABLE FASH NATIONAL
MUMBAI, MAHARASHTRA, INDIA
By IFAB MEDIA - NEWS BUREAU - October 16, 2026 | 115 2 minutes read
Liva, a fabric brand from Birla Cellulose, has launched ‘Tag Check Kiya Kya?’, a campaign encouraging consumers to check fabric labels before buying clothes.
The campaign uses an ad film to draw attention to fabric tags, with Liva’s pink tag positioned as a way for shoppers to identify garments made with Liva fabrics.
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 is available across Liva’s digital platforms, including YouTube and Instagram.
