Linen Club, the premium linen fabric and apparel brand from the House of the Aditya Birla Group, has announced Bollywood actors Saif Ali Khan and Ibrahim Ali Khan as its new brand ambassadors. Marking a significant first, the father-son duo has come together for their maiden joint brand collaboration, symbolising elegance, legacy, and the timeless appeal of linen.
The association represents a strategic step forward for Linen Club as it strengthens its new brand positioning, ‘Passion for Pure’, while continuing to build on its rich heritage of craftsmanship and premium quality.
The campaign reflects Linen Club’s dual-consumer strategy, recognising the increasing popularity of linen apparel across generations and lifestyles. Saif Ali Khan brings an image of effortless sophistication and timeless style, naturally aligning with the refined character of linen. Ibrahim Ali Khan introduces a youthful and aspirational appeal, highlighting the growing demand for linen among younger consumers embracing premium fashion and elevated lifestyles.
Together, the duo reinforces the idea that linen is versatile, contemporary, and relevant for every generation and occasion.
At the centre of the campaign is a cinematic brand film inspired by the philosophy of ‘Passion for Pure’. The narrative draws a comparison between the journey of flax transforming into linen and the shaping of an individual’s identity through passion, authenticity, and self-expression. Featuring the real-life bond between Saif and Ibrahim, the film captures heartfelt conversations between father and son, where life lessons, individuality, and confidence unfold naturally, much like the effortless appeal of linen itself.
Commenting on the collaboration, Mr. Kapil Agrawal, Business Head – Textiles, Acrylic Fibre & Overseas Spinning, said, “Linen Club has earned its leadership in the premium linen category through an unrelenting commitment to product excellence, craft integrity, and a deep reverence for the fabric itself. The association with Saif and Ibrahim Ali Khan is a statement of intent. Linen Club from the house of Aditya Birla Group is India’s most trusted name in premium linen, and this campaign reflects our belief that the best stories, like the best fabrics, are built over time.”
Mr. Jasvinder Singh Kataria, CEO – Domestic Textiles, Grasim Industries Limited, added, “Our new brand positioning ‘Passion for Pure’ takes forward our passionate DNA with a new dimension of purity, celebrating our craftsmanship, our integrity and our truth, to resonate deeper with the discerning linen consumer and reasserts our leadership in a rapidly evolving competitive landscape. Saif and Ibrahim Ali Khan are not just brand ambassadors; they are the embodiment of what Linen Club represents, a legacy that is classic, aspirational, and unmistakably Indian.”
Through this latest campaign, Linen Club further strengthens its position in India’s premium linen segment by blending legacy with contemporary relevance. ‘Passion for Pure’ reflects the brand’s belief that authentic style is cultivated over time through individuality, craftsmanship, and enduring sophistication.
