CMAI’s Festive Season Short Film Goes Viral, Wins Industry Praise

The campaign highlights how every festive purchase can support livelihoods, strengthen India’s apparel supply chain and contribute to India’s economic growth

The Clothing Manufacturers Association of India (CMAI) has released a short promotional film titled ‘Is Tyohaar, Khushiyan Baantiye’, encouraging consumers to celebrate the festive season by shopping their choicest apparel. Rooted in the spirit of sharing happiness, the message highlights how a simple act of festive shopping can create a wider impact by supporting the many people and businesses that form the country’s apparel ecosystem.

The campaign has garnered more than 7,47,500 views across social media, underscoring how festive shopping can extend beyond personal celebrations to support livelihoods and foster shared prosperity. Every purchase helps drive demand across the supply chain, enabling businesses to grow, supporting employment and strengthening India’s apparel industry.