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Linen Club shows the premium life

The campaign conceptualised by DDB Mudra Kolkata features Rohit Bal, and aims to establish the brand as the first and original choice of premium fabric users

BestMediaInfo Bureau | Mumbai | June 5, 2014

Linen-Club-TVC Click on the image to watch the TVC.

Linen Club has come out with their latest campaign featuring popular designer Rohit Bal. Created by DDB Mudra, the campaign looks to establish Linen Club as the preferred choice for premium Linen users.

Linen Club emerged in 1949 to spin quality linen fabric from the finest French and Belgian fabrics. They introduced the concept of linen and educated the consumers about its quality, benefits and attributes. However, with time several other brands emerged and rode on the groundwork done by Linen Club.

The challenge for Linen Club was to communicate that they stand apart from the other brands in the market. For that, their communication had to be more than just educative and informative. It had to establish the brand as the first choice for premium fabric users. The challenge was also to establish the brand as the epitome of fashion and style and not just another linen fabric maker.

Sonal Dabral Sonal Dabral

Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, said, “Linen Club's linen fabric is in a league of its own. The colours, the texture, the feel, the harmony, all provide an experience unmatched by any other fabric. The great Bill Bernbach once said, ‘The magic lies in the product’. Our task therefore, was cut out: to communicate this product's magic and its unique experience to our audience. We decided to do it by turning it into a life philosophy and branding it as ‘The Linen Life’. A life that doesn't settle for merely good but constantly strives for better and richer experiences. I'm really excited with the results. This campaign is more than just a campaign. Helmed by ace designer Rohit Bal, it's a life philosophy packaged in a high fashion visual experience that will resonate with our target audience on a deep emotional level.”

So, DDB Mudra took the brand positioning of ‘Live the Linen Life’ and decided to play around it. The creative team tried to portray the linen wearer as someone for whom excellence is a way of life, who would not settle for anything but the very best. The key attributes that makes Linen Club stand apart – be it the colour or the feel, were recognised and situations were created around them.

The TVC opens with Rohit Bal walking around a bright and vibrant garden. He speaks about the colours of the world he has seen. As the location changes to a pristine beach, he speaks about the treasures he has come across. He speaks about how he has always sought things which are finer than the finest. It ends with the voiceover saying: ‘Linen Club. Live the Linen Life’.

Jasvinder Singh Kataria Jasvinder Singh Kataria

“Linen Club has created the linen fabric category in India. It's been a fascinating journey in our quest to continuously deliver the finest fabric to our consumers. The campaign had to bring out the best qualities of this fabric – the unmatched comfort, the incredible colours, the languid eloquence. We needed to bring alive the intimacy that this fabric shares with nature. Our brief to the agency was simply to communicate the product truth and to establish Linen Club in its rightful place as the benchmark brand in fashion. Our communication partner, DDB Mudra Kolkata, led by Sonal Dabral, has done a fabulous job in portraying this,” said Jasvinder Singh Kataria, VP, Linen Club.

The TVC:

[youtube]http://www.youtube.com/watch?v=9fMzPA1cw9w[/youtube]

Credits: Client: Linen Club Creative Agency: DDB Mudra Kolkata Chairman & CCO: Sonal Dabral President: Ranji Cherian Executive Vice President: Sujay Ghosh Unit Head: Rajarshi Bhattacharyya Creative Head: Vikram Sengupta Art: Shubha Sengupta Account Management: Shantanu Pramanik Director: Manuel Portillo Director of Photography: Pablo Clemente Production House: Kailash Picture Company Production Executive: Arti Surendranath Post Production: Pixion

Sohini.Sen@bestmediainfo.com

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