Linen Club Appoints Saif and Ibrahim Ali Khan for ‘Passion for Pure’ Campaign
Father-son duo features together for the first time in a joint brand collaboration for Linen Club
Linen Club, the premium linen fabric and apparel brand from the House of the Aditya Birla Group, has announced Saif Ali Khan and Ibrahim Ali Khan as its new brand ambassadors. The campaign marks the first-ever joint brand collaboration featuring the father-son duo and introduces Linen Club’s new brand positioning, ‘Passion for Pure’.
The campaign reflects the brand’s focus on connecting with consumers across different age groups as linen clothing continues to gain wider appeal across occasions and lifestyles.
Linen Club has unveiled Saif Ali Khan and Ibrahim Ali Khan as the faces of its latest campaign, ‘Passion for Pure’. The collaboration marks the first joint brand appearance by the father-son duo and forms part of the brand’s strategy to strengthen its presence in the premium linen segment.
According to the company, the campaign has been developed around a dual-consumer approach that reflects changing consumer preferences and the growing popularity of linen apparel among different generations.
Saif Ali Khan represents the brand’s focus on heritage, craftsmanship and understated style, while Ibrahim Ali Khan brings a younger perspective aligned with evolving fashion preferences and aspirational lifestyles. The campaign positions linen as a fabric suitable across generations and occasions.
The campaign also includes a cinematic brand film centred around the theme ‘Passion for Pure’. The film draws a connection between the process of transforming flax into linen and the development of personal identity shaped through passion and experience. The narrative highlights the real-life father-son relationship between Saif and Ibrahim Ali Khan through conversations focused on life lessons, individuality and personal growth.
Commenting on the association, 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.”
With the launch of the new campaign, Linen Club aims to reinforce its positioning in the Indian premium linen market while highlighting its focus on craftsmanship, heritage and contemporary fashion preferences.