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HomeThink TankRamraj Cotton Teams Up with Abhishek Bachchan to Revive the Iconic Dhoti

Ramraj Cotton Teams Up with Abhishek Bachchan to Revive the Iconic Dhoti

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Ramraj Cotton, a brand synonymous with traditional Indian wear, has launched its latest 360° campaign featuring Bollywood actor Abhishek Bachchan alongside players from the Chennaiyin FC football team. This campaign aims to celebrate India’s cultural heritage while appealing to younger audiences by merging tradition with modern fashion.

Ramraj Cotton X Abhishek Bachchan

The Vision Behind the Campaign

K.R. Nagarajan, founder and chairman of Ramraj Cotton, highlighted the brand’s mission to revive traditional Indian attire.

“The dhoti, a symbol of heritage, has been at the heart of our brand since its inception. We take pride in reintroducing this attire to the younger generation, transforming it into a statement of elegance and style while staying rooted in tradition,” Nagarajan said.

This campaign emphasizes that the dhoti is not just South Indian attire but a symbol of India’s diverse culture, bridging regions and generations.

The TVC: A Blend of Storytelling and Culture

In the TVC, Abhishek Bachchan arrives at a party in a Ramraj Cotton dhoti and shirt, prompting playful remarks from guests about his South Indian attire. Drawing on his ownership of the Chennaiyin FC football team, Bachchan responds with a heartfelt explanation that tradition transcends regions.

He highlights the diversity within the Chennaiyin FC team, where players come from across India, symbolizing how the dhoti connects the country through its cultural richness.

Celebrating Diversity and Unity

B R Arun Eashwar, managing director of Ramraj Cotton, shared the campaign’s broader vision: “With over 4,000 unique varieties, the dhoti reflects India’s diverse styles and traditions. This campaign aims to inspire the younger generation to embrace this iconic attire, showcasing its versatility and timeless appeal.”

360° Campaign Rollout

The campaign, titled Abhishek Bachchan Celebrates the Timeless Elegance and Culture with Ramraj Cotton, will roll out across print, digital platforms, and General Entertainment Channels (GECs) in multiple regional languages. This strategic approach ensures that the campaign resonates with a nationwide audience.

Conclusion

By featuring Abhishek Bachchan and Chennaiyin FC players, Ramraj Cotton redefines the dhoti as more than a garment. It becomes a cultural statement, blending heritage with contemporary style. The campaign is a celebration of India’s unity in diversity, making tradition fashionable for the modern generation.

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