Linen Club has announced Saif Ali Khan and Ibrahim Ali Khan as its new brand ambassadors, marking the first-ever joint brand collaboration between the father-son duo. The campaign forms part of Linen Club’s new brand positioning, ‘Passion for Pure’, as the premium linen brand looks to strengthen its appeal across generations of consumers.
Part of the Aditya Birla Group, Linen Club said the partnership reflects a dual-consumer strategy aimed at expanding linen’s relevance among both mature and younger audiences. While Saif Ali Khan represents the brand’s association with timeless sophistication and heritage-led elegance, Ibrahim Ali Khan brings a younger and more aspirational perspective aligned with evolving fashion preferences among Gen Z and millennial consumers.
The campaign is centred around a cinematic brand film that uses the real-life father-son dynamic between Saif and Ibrahim to communicate the philosophy behind ‘Passion for Pure’. Drawing parallels between the journey of flax transforming into linen and the shaping of personal identity over time, the film positions linen as a fabric connected with individuality, refinement, and effortless style.
According to the brand, the campaign also reflects how linen apparel is increasingly becoming mainstream across age groups and occasions, moving beyond its traditional premium niche positioning into a more versatile lifestyle category.
Commenting on the association, 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.”
Adding to this, Jasvinder Singh Kataria, CEO – Domestic Textiles, Grasim Industries Limited, said “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.”
