Linen Club, a distinguished linen brand under the Aditya Birla Group, has launched its latest campaign, paying homage to the annual celebration of Sankranti in Andhra Pradesh. The campaign, embodied in a film and a new brand song, beautifully encapsulates the spirit of the festival, emphasizing the cultural significance of "Letting go off the old," a crucial custom observed during the harvest season in the state.

As a widely celebrated occasion in Andhra Pradesh, the campaign spotlights the essence of Bhogi, a time-honored tradition symbolizing fresh beginnings during Sankranti. This comprehensive campaign will be deployed across digital platforms, offline media, brand stores, and radio, ensuring a 360-degree reach to the audience.

The campaign presents a harmonious blend of modernity and traditional values, showcasing the brand's commitment to aligning with the sensibilities of its customers. The brand introduces a local folk melody performed by renowned singers Geetha Madhuri and Lolla Venkata Revanth Kumar Sharma.

The accompanying film portrays a quintessential Sankranti morning, featuring a family preparing for the Bhogi ritual. The heartwarming storyline unfolds as the grandfather imparts the significance of discarding old items into the Bhogi fire to make room for the new. When the curious grandson questions whether throwing his grandfather's anger into the bonfire could bring back his aunt, the grandfather, touched by his wisdom, decides to let go of the grudge and welcome his daughter and her husband.

Directed by Nirupam Paritala and Surya, the TVC strikes a chord instantly, embodying the themes of celebration, prosperity, and new beginnings. Satyaki Ghosh, CEO of Domestic Textiles at Grasim Industries, Aditya Birla Group, expressed his enthusiasm, stating, "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 fervor while being sustainable. This festive season adopts the purity of linen with the purity of conscience."