Linen Club has unveiled a new campaign - an ode to the annual celebration of Sankranti in Andhra Pradesh. Accurately capturing the essence of festival, the film and the brand’s new song, emphasises on 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 highlights the spirit of Bhogi, an age-old tradition symbolising new beginnings during Sankranti. The 360-degree campaign which will be activated across digital platforms, offline media, brand stores and radio.
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 their customers.
The campaign is accompanied by a festive song ‘Linen Club Sankranti Sambaralu’ which captures the essence of the festival. The song has been performed by 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 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 this beautiful video story, the TVC strikes a chord instantly with the viewer. It signifies celebration, prosperity, and new beginnings
Satyaki Ghosh, CEO, Domestic Textiles, Grasim Industries, Aditya Birla Group, 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 adopt purity of linen with purity of conscience.”
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