Linen Club has announced Saif Ali Khan and Ibrahim Ali Khan as the brand ambassadors for its latest campaign, ‘Passion for Pure’.
Marking their first-ever campaign together, the father-son duo takes center stage in a film that highlights individuality, timeless style, and the evolving appeal of linen across generations. The campaign aligns with Linen Club’s refreshed brand positioning, aimed at connecting with both mature and younger consumers as linen continues to gain relevance across occasions and demographics.
The campaign film draws a thoughtful parallel between the craftsmanship of linen and the journey of personal identity, using candid conversations between Saif and Ibrahim to bring the narrative to life.
Commenting on the launch, Kapil Agrawal, Business Head – Textiles, Acrylic Fibre & Overseas Spinning, said the partnership reflects Linen Club’s longstanding commitment to quality, craftsmanship, and authenticity, while reinforcing its position as India’s most trusted premium linen brand under Aditya Birla Group.
Jasvinder Singh Kataria, CEO – Domestic Textiles at Grasim Industries, added that the new positioning, ‘Passion for Pure’, celebrates the brand’s focus on craftsmanship, integrity, and authenticity, with Saif and Ibrahim perfectly embodying Linen Club’s legacy—classic, aspirational, and distinctly Indian.
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