Linen Club, the premium linen fabric and apparel brand from the House of Aditya Birla Group, has announced Saif Ali Khan and Ibrahim Ali Khan as their brand ambassadors.
This marks the father-son duo’s first joint brand collaboration. The announcement is supported by a new campaign, titled ‘Passion for Pure’.
The campaign is built on a dual-consumer strategy that reflects the evolving preferences of today's audience, with linen clothing increasingly embraced across age groups and occasions.
According to the brand, Saif embodies the refined, effortless sophistication of a true connoisseur. Ibrahim, on the other hand, brings a fresh, dynamic perspective, proving that linen clothing is desired by younger audiences equally.
At the heart of this collaboration is a cinematic brand film that brings the 'Passion for Pure' philosophy of the brand to life. The film unfolds like a candid moment captured between Saif and Ibrahim. The father imparts life lessons with the spirit of a mentor and a friend invested in his son's journey—to show him that when life is lived with passion to discover its every shade, and the belief to stitch your own path, the true self comes to the fore, making everything in life effortless, much like linen fabric.
Commenting on the association, Kapil Agrawal, Business Head – Textiles, Acrylic Fibre & Overseas Spinning, Aditya Birla Group said, "Linen Club has earned its leadership in the premium linen category through an unrelenting commitment to product excellence, craft integrity, and a deep reverence for the fabric itself. The association with Saif and Ibrahim Ali Khan is a statement of intent. Linen Club from the house of Aditya Birla Group is India's most trusted name in premium linen, and this campaign reflects our belief that the best stories, like the best fabrics, are built over time."
Jasvinder Singh Kataria, CEO – Domestic Textiles, Grasim Industries Limited said, "Our new brand positioning 'Passion for Pure' takes forward our passionate DNA with a new dimension of purity, celebrating our craftsmanship, our integrity and our truth, to resonate deeper with the discerning linen consumer and reasserts our leadership in a rapidly evolving competitive landscape. Saif and Ibrahim Ali Khan are not just brand ambassadors; they are the embodiment of what Linen Club represents, a legacy that is classic, aspirational, and unmistakably Indian."
