Linen Club, a brand specializing in linen from the Aditya Birla Group, has launched its newest campaign, paying tribute to the annual celebration of Sankranti in Andhra Pradesh. The campaign adeptly encapsulates the festival’s spirit. Both the film and the brand’s new song highlight the importance of “Letting go of the old,” a crucial tradition observed during the harvest season in the state. As the most widely celebrated occasion in Andhra Pradesh, the campaign highlights the spirit of Bhogi, an age-old tradition symbolising new beginnings during Sankranti. The 360-degree campaign will be activated across digital platforms, offline media, brand stores and radio.
The campaign makes a forward-thinking statement while remaining firmly grounded in familial principles, showcasing the brand’s dedication to aligning with its customers’ sensibilities.
This fashion brand introduces a traditional folk melody and joins its customers in celebrating their significant annual festival. The featured song is performed by the renowned and award-winning singers Geetha Madhuri and Lolla Venkata Revanth Kumar Sharma.
The film showcases a typical Sankranti morning with a family preparing to perform the Bhogi ritual. The grandfather is teaching the grandson to discard an old item into the Bhogi fire, when the curious grandson enquires about the significance.
It is then the grandfather explains to him the importance of letting go of the old to make space for the good. The child playfully questions if his grandfather throws his anger into the bonfire, could that bring back his aunt home? Touched by his grandson’s wisdom, the grandfather decides to leave the grudge and accepts his daughter and her husband.
With Nirupam Paritala and Surya helming the video story, the TVC strikes a chord instantly with the viewer. It signifies celebration, prosperity and new beginnings.
Expressing his excitement, Satyaki Ghosh, CEO, domestic textiles, Grasim Industries, Aditya Birla Group, said, “Sankranti is all about letting go of past habits and adopting something new. Opting for natural fabrics like linen makes for an excellent choice as they are high on comfort, distinctiveness, and festive fervour while being sustainable. This festive season adopts purity of linen with purity of conscience.”
