Mumbai: Conceptualized by Publicis Linen Club’s newest campaign ‘MADE FOR THE DIFFERENT’, aims to highlight the versatility of Linen in colours and patterns like never before and a personality that’s refreshingly different. The campaign cabinets Linen in a new light, one that offers a lot more than plain pastels, solid colours and that surreal feel associated with the category.
Linen Club is the pioneer brand of linen fabric and offers the finest quality linen made from the finest European Flax with a huge variety of designs and colours. Linen is often perceived to be whites and creams but there is a lot more to Linen. Linen Club offers a wide range of options, from checks to stripes to pastels, and one can be sure to find a fabric for all occasions and all seasons.
The TVC targets the men who are breaking the rules set out by their earlier counterparts. These men believe in the journey and not the destination. They embrace their flaws and imperfections. They are a constant work-in-progress.
Description of the ad
The TVC opens with Farhan Akhtar in Linen’s elegant blue blazer, stealthly taking cupcakes from a baker fast asleep. As the location changes to a a office boardroom where he is in pink shade Linen, he speaks about how he prefers breathing easy than being stiffed and cuffed and passess a subtle smile at conventionally dressed officals holding a conference. The film ends with an impactful voiceover that says “The best role I’ve ever played is just being me.” The campaign beautifully encapsulates the essence of being yourself because that’s the most comfortable form you can be in.
Speaking on the new campaign, Bobby Pawar, MD & Chief Creative Officer, Publicis India said, “It is said that ‘Clothes maketh the man’. Though through this campaign we are communicating a step further; clothes matchet the man! By drawing similarities between the person’s personality traits and those of Linen, which he chooses as his fabric of choice. Hence the big idea behind the campaign being ‘Made for the different’.
Srija Chatterjee, Managing Director, Publicis India, said, “Unlike other run-of-the-mill campaigns in this category, we have ensured that this campaign stays true to the core of the brand and the intended communication, which is ‘Made for the different’. Farhan Akhtar is the right choice to bring to life this new idea as his personality matches seamlessly with the brand philosophy and is an apt and fresh face introduction to this category. We are excited about this campaign and are confident that it will do wonders to the brand and its ambitions.”
Commenting on the new TVC, Satyaki Ghosh, CEO, Domestic Textiles, Aditya Birla Group, said, “Publicis Communications has a strong legacy when it comes to successfully building fashion and apparel brands; so we couldn’t have chosen a better creative partner to take Linen Club to the next level. We are excited about the reveal of the new campaign which I am sure will not only showcase Linen Club’s philosophy but will also relate beautifully with the audiences.”
Launched in 2007, Linen Club offers a wide range of linen fabrics, custom tailoring as well as ready to wear apparel for men. Recently they’ve also launched a line for women. Linen Club offers 100% pure linen made from the finest European flax from Belgium and France.
Producer: Vandana Watsa & Akshay Multani
Production House: Prodigious Films
Director: Razneesh Ghai (Razy)
Campaign Name: Linen Club – Made for the different
Duration of the Film:
o 45 Second Digital Film
o 30 Second TV edit
o 15 Second shorter edits – 2 films
The Team (Account management, planning and creative)
Srija Chatterjee, Bobby Pawar, Sudeep Gohil, Jignesh Maru