Linen Club, a linen brand from the Aditya Birla Group, unveils its campaign – an ode to the annual celebration of Sankranti in Andhra Pradesh. 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 beautifully highlights the spirit of Bhogi, an age-old tradition symbolising new beginnings during Sankranti. Following the harvest, the farmers would have their pay-day 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.
The 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 of the old. Linen Club integrates this thought into a thoughtful 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 their customers.
The campaign is accompanied by a festive song ‘Linen Club Sankranti Sambaralu’ which 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 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.
“Embracing our brand ethos of being ‘Passionate Like You,’ Linen Club is thrilled to introduce a campaign that pays homage 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 purity of conscience,” Satyaki Ghosh, CEO- domestic textiles, Grasim Industries, Aditya Birla Group said.
The campaign further brings alive the aesthetics of the festival and the expertise and expense of Linen Club with a showcase of the wide palate of fabrics and apparel that the brand offers.
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