Neel AcharyCottonKing, in collaboration with its creative agency ADbhoot, launches Giza Premium Shirts for Premium People
Mumbai, 06th October, 2025: CottonKing, a pioneer in 100% cotton formalwear, has unveiled its premium formal shirt collection, ‘Giza Premium People, Premium Shirts.’ Strategized, conceptualized, directed, and produced by Creative agency ADbhoot, the campaign marks CottonKing’s positioning in the premium category. Crafted from the world’s finest Giza cotton and designed for men who demand comfort without compromising on sophistication.
The Indian menswear market is witnessing an evolution, with professionals and entrepreneurs seeking attire that mirrors their lifestyle upgrades. With rising demand for high-quality natural fabrics, the premium cotton segment has become a fast-growing category, driven by consumers who value authenticity and luxury in equal measure.
At the heart of this collection is Giza cotton, grown exclusively along the Nile Delta in Egypt, known for its extra-long staple fibers. Renowned as one of the finest cotton varieties in the world, Giza offers a rare combination of luxurious softness, natural sheen, and remarkable durability. Shirts made from Giza cotton drape elegantly, breathe effortlessly, and retain their finesse even after repeated use, making them a true hallmark of premium quality.
The Giza collection is tailored for modern achievers; leaders, professionals, and entrepreneurs who operate in high-performance environments but demand comfort in their attire. These are individuals who see clothing as an extension of their persona: understated, refined, and premium.
The campaign film brings this premium positioning alive with an aspirational yet relatable storytelling lens, giving CottonKing a strong position in the premium segment. The line ‘Premium People, Premium Shirts’ captures the ethos of this new collection: it’s designed for men who set benchmarks in life and expect their clothing to reflect the same.
The campaign is being released with a 360° media plan, ensuring maximum reach and resonance. The rollout includes television, digital platforms, OOH, and print media creating a unified, high-impact brand presence.
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.
