Mumbai : CottonKing, a trusted name in 100% cotton formalwear, has announced the launch of its latest premium shirt collection — ‘Giza: Premium People, Premium Shirts’. Conceptualized and brought to life by creative agency ADbhoot, the campaign marks a significant brand move into the premium menswear segment, targeting India’s rising class of professionals and entrepreneurs who seek both luxury and comfort.
Crafted from Giza cotton, one of the world’s most prized cotton varieties grown exclusively along Egypt’s Nile Delta, the new collection reflects a blend of elegance, durability, and sophistication. Giza’s extra-long staple fibers result in shirts that are naturally lustrous, soft to the touch, and highly breathable — a hallmark of long-lasting quality and premium tailoring.
As Indian menswear undergoes a shift toward luxury, lifestyle, and fabric-consciousness, CottonKing positions Giza as its response to the evolving consumer: refined, aspirational, and performance-driven.
Koushik Marathe, Director, CottonKing, emphasized the brand’s evolution with the launch: “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.”
The campaign film, launched as part of a 360° media plan, reflects this positioning with aspirational yet relatable storytelling, connecting CottonKing with high-achieving professionals who view attire as an extension of their identity. The campaign is being amplified through TV, digital platforms, OOH, and print media for maximum visibility and impact.
Vaibhav Pandit, Founder and Creative Director, ADbhoot, added, “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.”
The Giza launch follows the successful rollout of CottonKing’s earlier lifestyle collections such as Holiday Vibes, and represents a strategic expansion into holistic, category-defining menswear offerings.
