Linen Club, part of the Aditya Birla Group, has launched its Onam 2024 campaign, titled ‘Ona Vakdhanam’ (#KeptMyPromise), in tribute to Kerala’s most significant festival. This year’s campaign builds on the success of the previous year and celebrates the theme of promises, inspired by the legend of King Mahabali’s annual return during the Onam festival.
The campaign features a short film that follows the story of Acchu, portrayed by Malayalam actor Govind Padamsoorya, who returns home from abroad to celebrate Onam. The narrative highlights how Acchu is reminded of a promise he made as a child to his auto driver and how he fulfills it by inviting him to be part of his family’s Onam celebrations. The campaign emphasises the cultural importance of promises, reflecting the theme of #KeptMyPromise.
In addition to the short film, Linen Club has released a song titled ‘Ponnonamkathiradi,’ performed by singer Sithara Krishnakumar and the rock band ‘The Music Escape.’ The song, which is shot in a home courtyard to evoke a sense of nostalgia, celebrates Kerala’s cultural pride and aims to resonate with Malayalis across the globe.
Satyaki Ghosh, CEO, Domestic Textiles at Grasim Industries Limited, Aditya Birla Group, commented, “At Linen Club, we uphold the promise of quality and authenticity that has defined our brand for decades. As the state revels in celebrations, we are excited to showcase our extensive range of colours, designs, and textures across fabrics and apparels for the new age men of today.”
“With cutting-edge European technology, we ensure our fabrics are crafted to the highest standards of quality and sustainability. With our new store opening in Lulu Mall, Calicut, we look forward to deepening our connection with the people of Kerala and continuing to offer linen fabrics that embody the true essence of the region and its people.”
Linen Club’s Onam campaign is a comprehensive marketing effort activated across TV, cinema, digital platforms, and in stores. The company also announced the opening of a new store at Lulu Mall in Calicut, as part of its continued expansion in Kerala.
Linen Club is a well-established name in the textile industry, with a strong presence in the southern Indian markets. Known for its extensive product range and commitment to quality, Linen Club continues to be a popular destination for linen enthusiasts across Kerala and beyond.
