New campaign featuring Abhishek Bachchan and Chennaiyin FC Players launched by Ramraj Cotton

15 January 2025, Mumbai

A leader in traditional Indian ethnic wear, Ramraj Cotton has launched a 360° campaign featuring Bollywood actor Abhishek Bachchan and players from Chennaiyin FC. Set to air across print, digital media and General Entertainment Channels (GECs) in various regional languages, the campaign underscores the brand's dedication to celebrating India’s rich cultural heritage.

K.R. Nagarajan, Founder and Chairman, Ramraj Cotton, explains, dhoti has been central to Ramraj Cotton’s operations since its inception. The brand has successfully reintroduced this garment, over the last few years, as a symbol of elegance and modern style while preserving its traditional roots. It now aims to elevate and reconnect with its cultural heritage through this new campaign, he adds.

The brand’s collaboration with Abhishek Bachchan and Chennaiyin FC helps demonstrate dhoti’s power to transcend regional boundaries and connect people from all walks of life, Nagarajan further emphasizes.

B.R. Arun Eashwar, Managing Director, Ramraj Cotton, adds, reintroducing the dhoti to today’s youth, the campaign inspires them to embrace this iconic garment with pride. The campaign also highlights the garment’s timeless appeal and versatility, making it a go-to choice for both traditional occasions and modern fashion, he states further.

Titled ‘Abhishek Bachchan Celebrates Timeless Elegance and Culture with Ramraj Cotton,’ engages audiences nationwide through various media platforms. It merges modernity with tradition to inspire a sense of pride in India’s rich cultural legacy.

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