Ramraj Cotton, the traditional ethnic wear brand has unveiled its latest 360 degree campaign which features actor Abhishek Bachchan along with the players from the Chennaiyin FC football team. The campaign will be released across digital, GEC and print media platforms in several regional languages.
The TVC portrays Abhishekh Bachchan arriving at his friend’s doorsteps for attending a party and is dressed in a Ramraj Cotton dhoti and shirt. Seeing this the guests comment in a playful manner pointing at his South Indian attire, associating it with the ownership of the Chennaiyin FC football team. To this the actor responds in a heartwarming manner explaining that cultural traditions go beyond attire or regions and act as an unifying thread entwined within the cultural diversity of India. In the end Abhishek Bachchan is seen narrating that ‘No matter from which part of the world we come from, our Dhoti is our identity’.
KR Nagarajan, Founder and Chairman of Ramraj Cotton commented on the campaign by saying” “Our objective has been to promote and celebrate traditional Indian attire always. Since the inception of the brand, the dhoti which is an emblem of heritage has been at the centre of our brand. We feel proud to reintroduce this attire to the younger generation, turning it into a statement of style and elegance while being still rooted in tradition. Right from our humble start, we have constantly endeavoured to revive and elevate our cultural roots and we view this campaign as a way for merging modernity with tradition.
He also said: “Dhoti is not just a South Indian attire, it reflects the diversified Indian culture. In partnership with actor Abhishek Bachchan and the Chennaiyan FC football team, we intend to depict how this enduring garment can establish strong connections between people across regions and generations in celebration of our unity in diversity.
Watch the TVC here : https://youtu.be/387ItkDLr8A?si=4K3Craiu8JO_hJS_
B R Arun Eashwar, MD commented: “At Ramraj Cotton, the dhoti is celebrated by us with more than 4,000 distinctive varieties as a way of reflection of the diversified traditions and styles of India. This campaign is a way to reintroduce the dhoti to the younger generation, by offering them an inspiration for embracing this iconic attire with pride. By portraying its timeless appeal and versatility, we aim to make the dhoti a preferred choice for both modern fashions and traditional occasions.”
He also emphasised how in the Chennaiyin FC team, players come from differing cities portraying that the dhoti is not exclusive to South India but reflects the collective heritage of the country.
The campaign called as “Abhishek Bachchan Celebrates the Timeless Elegance and Culture with Ramraj Cotton’ is a 360 degree campaign that has been rolled out across digital, print, TVC platforms in numerous languages, resonating with audiences across the nation.
