Ramraj Cotton Celebrates Dhoti as The Cultural Identity of India in Its New TVC Starring Abhishek Bachchan and Chenn aiyin FC Players
~ Ramraj cotton showcases the art of draping Dhoti with style and versatility
National, January 2025: Ramraj Cotton, one of India’s leading brands in tradition nal ethnic wear, has always been at the f orefront of promoting cultural heritage through its iconic collections. Known for its unmatched quality in cotton dhotis a nd ethnic attires, the brand has now lau nched its new 360° campaign, 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 multiple regional languages.
Commenting on the campaign, Mr. K.R. Nagarajan, Founder and Chairman of R amraj Cotton said, “At Ramraj, our missi on has always been to celebrate and pro mote traditional Indian attire. The dhoti, a symbol of heritage, has been at the he art 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 w hile staying rooted in tradition. From hu mble beginnings, it has been our consta ant endeavour to revive and uplift our c ultural roots, and we see this campaign as a way to merge tradition with moden ernity.”
He further added, “Dhoti is not merely South Indian attire; it is a reflection of India’s diverse culture. Through Ramraj Cotton in collaboration with Mr. Abhish ek Bachchan and the Chennaiyan FC foo otball team, we aim to showcase how thi s timeless garment can connect people a cross regions and generations, celebrati ng our unity in diversity.
Commenting on the TVC Mr. B R Arun Eashwar Managing Director said “At Ra mraj Cotton, we celebrate the dhoti wit h over 4,000 unique varieties, reflecting India’s diverse styles and traditions.This campaign is our way of reintroducing th e dhoti to the younger generation, inspi ring them to embrace this iconic attire with pride. By showcasing its versatility and timeless appeal, we hope to make t he dhoti a preferred choice for both tra ditional occasions and modern fashion .”The ad film is a perfect blend of story telling and cultural pride. In the TVC, M r. Abhishek Bachchan is seen arriving at his friend’s house for a party, dressed in a Ramraj Cotton dhoti and shirt. The gu ests playfully comment on his South Ind dian attire, tying it to his ownership of t he Chennaiyin FC football team. In a wi tty yet heartfelt response, Abhishek Bac hchan explains that tradition transcends regions or attire, it is a unifying thread woven into India’s cultural diversity. He emphasises how even in the Chennaiyin FC team, players hail from different citi es, showcasing that the dhoti isn’t exclu sive to South India but a reflection of th e country’s collective heritage, with eac h state adding its unique flair to this tim eless garment.
The 360° campaign, titled “Abhishek Ba chchan Celebrates the Timeless Elegan ce and Culture with Ramraj Cotton”, rele ased today targeting audiences through print, digital media, and TVC platforms across multiple languages, ensuring it r esonates with audiences nationwide.
