Ramraj Cotton Celebrates Dhoti as The Cultural Identity of India in Its New T VC Starring Abhishek Bachchan and C hennaiyin FC Players
~ Ramraj cotton showcases the art of draping Dhoti with style and versatili ty.
National, January 2025: Ramraj Cotton , one of India’s leading brands in tradi tion nal ethnic wear, has always been at the forefront of promoting cultural heritage through its iconic collections. Known for its unmatched quality in co tton dhotis a nd ethnic attires, the bra nd has now lau nched its new 360° cam mpaign, featuring Bollywood star Mr. Abhishek Bachchan and players from the Chennaiyin FC foo tball team. This campaign is set to roll o ut across print media, digital platforms, and General Entertainment Channels (G ECs) in mu ltiple regional languages.
Commenting on the campaign, Mr. K.R. Nagarajan, Founder and Chairman of Ramraj Cotton said, “At Ramraj, our m issi on has always been to celebrate an d pro mote traditional Indian attire.Th e dhoti,a symbol of heritage,has bee o n at the heart of our brand since its inc eption.We take pride in reintroducing this attire to the younger generation, transforming it into a statement of ele gance and style while staying rooted in tradition. From humble beginngs, it h as been our consta ant endeavour to re vive and uplift our cultural roots, and we see this campaign as a way to merg e tradition with moden nernity.”
He further added, “Dhoti is not merely South Indian attire; it is a reflection of India’s diverse culture. Through Ramr aj Cotton in collaboration with Mr. Ab hishek Bachchan and the Chennaiyan FC foootball team, we aim to showcase how thi s timeless garment can connec t people a cross regions and generatio ns, celebrati ng our unity in diversity.
Commenting on the TVC Mr. B R Arun Eashwar Managing Director said “At R amraj Cotton, we celebrate the dhoti with over 4,000 unique varieties, reflec ting India’s diverse styles and traditio ns.This campaign is our way of reintro ducing th e dhoti to the younger gener ation, inspiring them to embrace this iconic attire with pride. By showcasing its versatility and timeless appeal, we hope to make t he dhoti a preferred ch oice for both tra ditional occasions an d modern fashion .”The ad film is a per fect blend of story telling and cultural pride. In the TVC, M r. Abhishek Bach chan is seen arriving at his friend’s ho use for a party, dressed in a Ramraj C otton dhoti and shirt. The guests play fully comment on his South Ind dian attire, tying it to his ownership of the Chennaiyin FC football team. In a witt y yet heartfelt response, Abhishek Bac hchan explains that tradition transcen ds regions or attire, it is a unifying thr ead woven into India’s cultural divers ity. He emphasises how even in the Che nnaiyin FC team, players hail from dif ferent citi es, showcasing that the dhot iisn’t exclu sive to South India but a re flection of th e country’s collective her itage, with eac h state adding its uniq ue flair to this tim eless garment.
The 360° campaign, titled “Abhishek Ba chchan Celebrates the Timeless Elegan ce and Culture with Ramraj Cotton”, re le ased today targeting audiences thro ugh print, digital media, and TVC platf orms across multiple languages, ensur ing it resonates with audiences nation wide.