Linen Club, the iconic fashion brand from the Aditya Birla Group, has unveiled its Onam 2024 campaign, "Ona Vakdhanam" (#KeptMyPromise). This campaign builds on the success of last year's celebrations and continues to resonate with the cultural essence of Kerala.
The campaign's center piece is a short film featuring Malayalam star Govind Padamsoorya, who portrays Acchu, a man fulfilling a childhood promise to his auto driver by including him in his family's Onam celebrations. This narrative highlights the powerful impact of promises, reflecting the spirit of Onam, which itself is rooted in the promise of King Mahabali to return each year.
Adding to the campaign's emotional appeal is the song "Ponnonam Kathiradi," sung by Sithara Krishnakumar and the band The Music Escape, capturing the nostalgia and pride of Kerala's rich cultural heritage.
Satyaki Ghosh, CEO of Domestic Textiles at Grasim Industries Limited, expressed excitement about the campaign and emphasized Linen Club's commitment to quality, authenticity, and sustainability. With the opening of a new store in Lulu Mall, Calicut, the brand aims to strengthen its connection with Kerala's people, offering a diverse range of fabrics that embody the region's true essence.
The 360-degree campaign is being promoted across TV, cinema, digital platforms, and in stores.
