Linen Club changes pitch to having arrived in life
Mudra Kolkata has conceptualised a new campaign that moves beyond creating awareness around linen to establishing Linen Club as the preferred brand of choice
Linen Club changes pitch to having arrived in life
Mudra Kolkata has conceptualised a new campaign that moves beyond creating awareness around linen to establishing Linen Club as the preferred brand of choice
BestMediaInfo Bureau | Delhi | December 13, 2012
Jaya Shree Textiles, from the Aditya Birla Group, which manufactures linen under the brand name Linen Club, has faced a peculiar problem: several other brands emerged in the market and began to piggy-back on Linen Club's educative communication of linen. Mudra Kolkata, which is the creative custodian of the brand, has conceptualized and executed a new campaign that moves beyond creating awareness around linen to establishing Linen Club as the preferred brand of choice to the target audience in the premium fabric segment.
A deep dive into the consumer psyche revealed that the TG was looking to associate with the best experiences on offer in terms of brands, cuisine, lifestyle, etc. This deliberate effort to associate with the best was more an outcome of a deep-rooted need to gain acknowledgement as “having arrived in life”, a confirmation of an exalted social stature.
At the same time, it was necessary to emphasise the craftsmanship and lineage inherent in Linen Club, thereby pitching Linen Club as the benchmark brand in linen fashion.
The creative idea revolved around projecting the lifestyle of the Linen Club wearer and dovetailing it to the perceptions of the target consumer, wherein the brand becomes the qualifier for having arrived. 'You are Ready' is the creative expression.
Rajarshi Bhattacharyya
Rajarshi Bhattacharyya, Group Director, Brand Communications, Mudra Kolkata, said,“Linen Club has singlehandedly created the linen category in India. It's been there, people love the fabric they make, but it's one of those situations where other aggressive marketers have tried to ride on Linen Club's educative communication of linen and attempted to grab headlines, although all of them source their fabric from Linen Club. In this scenario, we had to announce our intent – that we are the best. Linen Club has some truly fabulous products and it's time for the brand to step into the limelight.”
Abhey Nair, Senior VP, Aditya Birla Nuvo, said, “At the outset, we had to understand what is Linen Club to us, is it just a fabric that we make, or is it a tapasya that defines us, a quest for ultimate excellence in linen fabric. We have the best of sourcing and technology but it's our dedication to craftsmanship that makes us one of the finest linen fabric makers in the world. Our communication only had to reinforce what people have always known – we deliver the finest to the best.”
Rabindra Mohan, Assistant VP, Linen Club, added, “We were very clear from the beginning on how we should depict the linen consumer and what role the brand should play in his life. He is a self-made man who had to earn his way to the top. He is therefore very conscious of his new found social status . The brand will be the high-born old money companion who guides him through.”
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