CottonKing, a brand known for cotton formalwear, has launched a new premium formal shirt collection called Giza – Premium People, Premium Shirts, the company claimed. The campaign for the collection was conceptualized, directed, and produced by creative agency ADbhoot. According to CottonKing, the collection positions the brand in the premium menswear segment and is crafted from what it describes as the world’s finest Giza cotton.
Watch the video here:
The Indian menswear market is reportedly evolving, with professionals and entrepreneurs increasingly seeking attire that reflects lifestyle upgrades. CottonKing claims that rising demand for high-quality natural fabrics has led to growth in the premium cotton segment, driven by consumers who value ‘authenticity and luxury in equal measure.’
Giza cotton, grown exclusively along Egypt’s Nile Delta, is said by the brand to be one of the finest cotton varieties globally. It features extra-long staple fibers, offering what CottonKing describes as a combination of softness, natural sheen, and durability. The brand claims that shirts made from Giza cotton drape elegantly, breathe easily, and retain their quality even after repeated use.
The collection is aimed at “modern achievers,” including leaders, professionals, and entrepreneurs, who CottonKing claims seek comfort without compromising sophistication. The campaign film highlights this positioning, telling a story meant to resonate with aspirational, yet relatable, male audiences. The tagline 'Premium People, Premium Shirts' is presented as an encapsulation of the collection’s ethos.
The campaign is reportedly being rolled out with a 360° media plan, spanning television, digital platforms, out-of-home (OOH), and print media. Koushik Marathe, Director of CottonKing, stated that the brand aims to elevate its promise of comfort and quality into the premium space.
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.”
Following the launch of the Holiday Vibes collection and other campaigns, CottonKing claims the brand is steadily expanding its presence in lifestyle-driven segments beyond traditional formalwear.
The campaign film can be viewed here.
