MUMBAI, INDIA – CottonKing, a pioneer in 100% cotton formalwear, has unveiled its latest premium formal shirt collection, Giza – Premium Shirts for Premium People. Conceptualized, directed, and produced by the creative agency ADbhoot, the campaign marks CottonKing’s foray into the premium menswear segment—targeting discerning consumers who seek comfort and sophistication in equal measure.
As India’s menswear landscape evolves, professionals and entrepreneurs are increasingly gravitating towards attire that mirrors their aspirations and achievements. With rising demand for authentic, high-quality natural fabrics, the premium cotton category is rapidly expanding—driven by consumers who equate refinement with authenticity.
At the heart of this new collection lies Giza cotton, cultivated exclusively along Egypt’s Nile Delta. Celebrated for its extra-long staple fibers, Giza cotton is globally recognized as one of the finest varieties available. It combines luxurious softness with a natural sheen and remarkable durability. Shirts made from Giza cotton not only drape elegantly and breathe effortlessly but also maintain their finesse even after repeated wear.
Tailored for modern achievers—leaders, professionals, and entrepreneurs who demand excellence in both work and wardrobe—the Giza collection embodies understated sophistication. It reflects a mindset that views clothing as a subtle yet powerful extension of personal identity.
The campaign film translates this philosophy into a compelling visual narrative, balancing aspiration with authenticity. Anchored by the tagline “Premium People, Premium Shirts,” the campaign underscores CottonKing’s commitment to creating attire for individuals who set benchmarks in their lives and expect their wardrobe to do the same.
The campaign’s nationwide rollout is supported by a 360° media plan encompassing television, digital platforms, print, and outdoor advertising, ensuring strong visibility and resonance across markets.
Koushik Marathe, Director, CottonKing highlights, “At CottonKing, comfort and 100% cotton have always been our promise. With Giza, we are elevating that promise into the premium space. The Indian market is ready for a shift, men today aspire for formals that are refined, comfortable, and truly world-class. Giza cotton gives us that edge, with its rare quality and natural finesse. This collection is designed for professionals, entrepreneurs, and achievers who see their wardrobe as part of their identity. With ADbhoot’s strategic positioning, this campaign tells the story of premium people choosing premium shirts.”
Vaibhav Pandit, Founder and Creative Director, ADbhoot says “With Giza, CottonKing isn’t just launching a collection, it’s making a mark in the premium menswear market. For us at ADbhoot, the challenge was to craft a campaign that balances aspiration with authenticity. Giza cotton stands for rarity, refinement, and strength, and we wanted the campaign to reflect exactly that. ‘Premium People, Premium Shirts’ isn’t just a line, it’s a positioning that connects achievers with attire that matches their stature. We are thankful to CottonKing for trusting us once again to shape such an important chapter in their journey.” With Giza following the success of Holiday Vibes (holiday wear) and other innovative campaigns, CottonKing is steadily shaping a more holistic brand narrative. From redefining comfort in daily formals to stepping into lifestyle-driven categories, the brand continues to evolve with its customers.
