#CottonIsCool campaign, an initiative by the Ministry of Textiles is going viral, initiated by Smriti Irani, by posting her picture on twitter, which gave her “Cotton is Cool’ look.

Since then, it’s been trending on the social media with the FDCI President Mr. Sunil Sethi promoting it along with all designers and bloggers posting their picture in “cotton cool’ look.

The campaign was built up through a series of “Do You Know” facts that included trivia such as the origin of the word ‘Calico’ under #CottonKatha.