Dhoti 2.0: Abhishek Bachchan Brings Traditional Cool Back in Style

In a vibrant fusion of tradition and modernity, Ramraj Cotton has unveiled its latest 360° campaign featuring Bollywood actor Abhishek Bachchan alongside players from the Chennaiyin FC football team. The campaign, which spans print media, digital platforms, and General Entertainment Channels (GECs) in multiple regional languages, aims to reintroduce the dhoti as a symbol of elegance and style for the younger generation.

K.R. Nagarajan, founder and chairman of Ramraj Cotton, emphasized the brand's mission: "At Ramraj, our mission has always been to celebrate and promote 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."

The television commercial (TVC) showcases Abhishek Bachchan arriving at a friend's party, confidently dressed in a Ramraj Cotton dhoti and shirt. Guests playfully comment on his South Indian attire, linking it to his ownership of the Chennaiyin FC football team. In a witty retort, Bachchan underscores that tradition transcends regional boundaries, highlighting the dhoti as a reflection of India's diverse culture. He notes that even the Chennaiyin FC team comprises players from various cities, illustrating the garment's pan-Indian appeal.

B.R. Arun Eashwar, managing director of Ramraj Cotton, added, "At Ramraj Cotton, we celebrate the dhoti with over 4,000 unique varieties, reflecting India's diverse styles and traditions. This campaign is our way of reintroducing the dhoti to the younger generation, inspiring them to embrace this iconic attire with pride."

Abhishek Bachchan expressed his enthusiasm for the collaboration, stating, "It's a privilege to join hands with a brand like Ramraj Cotton that holds such a strong legacy in Indian wear. I am thrilled to represent a brand that values tradition and quality so deeply, and I look forward to bringing its ethos to audiences."

Ramraj Cotton, established in 1983 by K.R. Nagarajan in Tiruppur, Tamil Nadu, has been a stalwart in promoting traditional Indian attire, particularly the dhoti. The brand has previously garnered attention when Prime Minister Narendra Modi donned a Ramraj Cotton dhoti during a meeting with Chinese President Xi Jinping in 2019, and again during the inauguration of the 44th Chess Olympiad in Chennai in 2022. 

This campaign not only reinforces Ramraj Cotton's commitment to cultural heritage but also positions the dhoti as a versatile garment suitable for both traditional occasions and contemporary fashion, resonating with audiences across India.