Linen Club has named Bollywood icons Saif Ali Khan and son Ibrahim Ali Khan as brand ambassadors for its new ‘Passion for Pure’ campaign-the duo’s first-ever joint endorsement.
This move bolsters Linen Club’s refreshed positioning, targeting a broad audience as linen clothing surges in popularity across ages and occasions, from casual to formal.
Video: https://www.youtube.com/watch?v=1atYlPfKO0Q
The campaign film cleverly mirrors linen’s creation process with themes of personal identity, spotlighting heartfelt father-son chats on style, individuality, and life decisions between Saif and Ibrahim.
Kapil Agrawal, business head – Textiles, Acrylic Fibre & Overseas Spinning, shared: “Linen Club has earned its leadership in the premium linen category through an unrelenting commitment to product excellence, craft integrity, and a deep reverence for the fabric itself. The association with Saif and Ibrahim Ali Khan is a statement of intent. Linen Club from the house of Aditya Birla Group is India’s most trusted name in premium linen, and this campaign reflects our belief that the best stories, like the best fabrics, are built over time.”
Grasim Industries CEO – Domestic Textiles, Jasvinder Singh Kataria, added: “Our new brand positioning ‘Passion for Pure’ takes forward our passionate DNA with a new dimension of purity, celebrating our craftsmanship, our integrity and our truth, to resonate deeper with the discerning linen consumer and reasserts our leadership in a rapidly evolving competitive landscape. Saif and Ibrahim Ali Khan are not just brand ambassadors; they are the embodiment of what Linen Club represents, a legacy that is classic, aspirational, and unmistakably Indian.”
