BENGALURU: Ramraj Cotton, South India based male innerwear, white shirts and dhoti major, plans to spend between Rs 170-200 million towards mass media communications in the year even as it nurtures ambitions of having a pan-India presence.

The brand has roped in South Indian actor and film director Arju Sarja as brand ambassador. Sarja has acted in Tamil and Kannada films as well as in a few Malayalam and Telugu movies.

Despitehaving a strong presence in Karnataka, Ramraj is eyeing a higher market share in the state. Sarja recently launched its first shop-in-shop in Bangalore.

Ranraj’s mass media communication plans include television and its ads are beamed across all the major channels of the Sun Network, the Star Network’s channels as well as the channels of the ABCL group (TV9). Besides television, the brand uses outdoor and print media for mass media communications.

Ramraj claims a 70 per cent market share in the four southern states in the dhoties (a male sarong worn on the lower part of the body) and white shirts segment. With one of its manufacturing facilities at Tiuppur, it also manufactures and exports garments to and for a number of international brands.