Mumbai: Arvind Limited’s retail arm, The Arvind Store, has launched a new campaign for its “Linen by Arvind” range, challenging conventional portrayals in fashion advertising through a role-reversal narrative.
Conceptualised by Sideways, the campaign flips a familiar shopping dynamic by depicting men deeply engaged in exploring linen fabrics, while women are shown waiting—reversing the traditional depiction of men as passive participants in retail environments.
Built around the idea “Bando ko linen pasand hain, tho pasand hain,” the campaign highlights a segment of consumers who are deeply invested in linen, drawn to its textures, patterns, and tailoring possibilities. Through two films, the brand showcases men immersed in the process of selection, reinforcing the insight that when it comes to linen, the experience itself becomes as engaging as the end product.
The films portray humorous and relatable scenarios where men are completely absorbed in their choices, ignoring their surroundings, while their partners wait—underscoring the campaign’s central theme that “when linen calls, everything else can wait.”
With a focus on premium fabrics and tailored experiences, The Arvind Store continues to position itself as a destination for discerning menswear consumers, using this campaign to spotlight linen as a category that encourages exploration and personal expression.
Commenting on the campaign, Pranav Dave, Chief Business Officer – Retail, Arvind Limited, said, “For us the task was very simple. Let Linen lovers know that there is a lot for you to explore at The Arvind Store – in terms of colours, fabric quality, patterns, and tailoring possibilities. This campaign perfectly captures what this offering means to a Linen Paglu.”
Nilay Moonje & Sameer Sojwal, Creative Leads, Sideways, added, “This campaign came from a simple shift we wanted to make in the category. Men are usually shown as passive when it comes to shopping, often waiting it out. We wanted to reverse that and place them at the center of the experience.
Linen, as a fabric, naturally allows for that. It has range, texture, and a certain depth that invites exploration. The idea was to show men fully indulging in that process, where choosing becomes as engaging as wearing.”
Through this campaign, The Arvind Store reinforces its focus on elevating the in-store experience, positioning linen not just as a fabric choice but as an immersive and expressive journey for modern consumers.
Client: The Arvind Store
Team: Pranav Dave, Amit Bindrani, Tushar Nerkar, Devakshi shah, Mandeep Singh, Sujit
Pradhan, Sneh Chokksi
Agency: Sideways Consulting
Leadership Team: Abhijit Avasthi, Sonali Sehgal
Creative Team: Nilay Moonje & Sameer Sojwal, Ramanujam Narasimhan, Shashank Mestry,
Pooja Shinde
Account Management: Nandita Das, Suraj Das
Strategy: Siddharth Mohanty, Amatulla Mukadam, Manasvini Ramanan Bhatia
Production House: Joystick Pictures
Director: Abhishek Sinha
Producer: Manoj Pillai & Deepa Limaye
