"I celebrate Indian summers and cotton industry with my #CottonIsCool look. What is your #CottonIsCool look?!" Ms Irani tweeted some four hours before writing this. Her tweet has since collected over 2,600 'likes' and more than 600 retweets.
The textiles minister began the campaign by tweeting that India is among the largest cotton producing countries in the world.
India's rendezvous with cotton predates the Indus Valley civilisation and has since evolved.- Smriti Z Irani (@smritiirani) May 16, 2017
Today, India is one of the largest cotton producing nations & cotton has become the ultimate summer fabric.- Smriti Z Irani (@smritiirani) May 16, 2017
Cotton provides comfort in the scorching heat.Wear cotton to stay cool & celebrate cotton industry that employs millions across the country.- Smriti Z Irani (@smritiirani) May 16, 2017
Several people have joined Ms Irani's campaign as many are posting their own pictures with #CottonIsCool. Among them are actor-parliamentarian Hema Malini, former Indian opener and current Twitter king Virender Sehwag, Railways Minister Suresh Prabhu, cricketer Mohammad Kaif and many more.
Last year, Ms Irani had started a similar #IWearHandloom campaign on Twitter. That was also a huge success as several tweeple posted their pictures with the hashtag.
Have you posted your #CottonIsCool picture already?