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Ice cool touch this season
GRASIM SUITING has launched Ice Touch -- the coolest fabric to make the summer really cool.
Treated with a unique Japanese chemical, the fabric claims to keep the inside temperature up to 5 degree cooler than the temperature outside. This treatment enables the fabric to absorb and evaporate the perspiration and the body heat faster than any other fabric. So the person who is wearing the fabric will feel cool even at the peak of the summer. It has a moisturising effect on the skin as well.
Ice Touch is treated with a multifunctional finishing agent containing protein derivatives, which offers a moisturising effect to the skin, rapid water absorption and fast drying effect for perspiration and a mild feeling of textiles to human skin with protein finishing.
Arguably the coolest fabric has been launched with an equally cool campaign. It is a sequel to the much talked about ``Grasim Uncrushables'' TV commercial. It shows a hot conversation between a couple, being cooled down by Ice Touch -- the coolest fabric. It demonstrates the product performance in a daily life situation.
Grasim launched Aquasoft in summer-2001 and Uncrushables in winter-2001. Both of them were well received by the consumers.
Ice Touch is priced between Rs.300 and Rs. 350 per metre depending upon texture and colour.
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