Mumbai: Linen Club, the pioneering linen brand from the Aditya Birla Group, unveiled its unique campaign - an ode to the annual celebration of Sankranti in Andhra Pradesh. Accurately capturing the essence of the festival, the film and the brand’s new song, emphasise the significance of ‘Letting go off the old,’ an important custom during the harvest season in the state.

As the most widely celebrated occasion in Andhra Pradesh, the campaign beautifully highlights the spirit of Bhogi, an age-old tradition symbolizing new beginnings during Sankranti. Following the harvest, the farmers would have their payday and indulge in an annual shopping spree. Preceding this was the Bhogi ritual, where old belongings are ceremoniously discarded into the fire to make room for new purchases.

This is the first-ever campaign of this magnitude by any textile fashion brand in the country. It will be a 360-degree campaign which will be activated across digital platforms, offline media, brand stores and radio as the brand will invite everyone to share what they resolve to ‘let go off’ to start anew.

Linen Club took this ritual of Bhogi as more than just a custom, but a valuable life lesson. It teaches one to evolve and embrace the new in life by letting go off the old. Linen Club seamlessly integrates this thought into a thoughtful and heart-warming campaign, “It’s only when you let go of the old that you can wear the new.”  The campaign showcases a progressive statement while staying rooted in family values, reflecting the brand’s commitment to staying in sync with the sensibilities of its customers.

The campaign is accompanied by a melodious festive song ‘Linen Club Sankranti Sambaralu’ which beautifully captures the essence of the festival, making it relatable for audiences of all ages. This is a unique endeavour by a fashion brand to present a local folk melody and join their customers as they celebrate their most important annual festival. The song has been performed by popular award-winning singers Geetha Madhuri and Lolla Venkata Revanth Kumar Sharma.

The campaign further brings alive the authentic aesthetics of the festival and the expertise and expanse of Linen Club with a showcase of the wide palate of fabrics and apparel that the brand offers. With Nirupam Paritala and Surya helming this beautiful video story, the TVC strikes a chord instantly with the viewer. It signifies celebration, prosperity, and new beginnings.

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 its 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.

This Sankranti campaign beautifully captures Linen Club’s passion, authenticity, and expertise in creating the finest linen fabrics and apparel and making way for new with evolving customer demands. It displays the variety and the robust portfolio of products the brand offers. Linen Club and Linen Club Studio offer premium linen fabrics and ready-to-wear festive apparel like shirts, jackets, trousers, kurtas, mundus etc. respectively.

Expressing his excitement, Aditya Birla Group  CEO, Domestic Textiles, Grasim Industries Satyaki Ghosh said, “Embracing our brand ethos of being 'Passionate Like You,' Linen Club is thrilled to introduce a campaign that pays ode to the rich culture of Andhra Pradesh, the adoration of our audience, and sparks engaging new conversations with them. 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 a purity of conscience.”

Prepare to be captivated by Linen Club's celebration of Sankranti, as they embody the spirit of the festival with their exceptional offerings.