Rohit Bal Lives the Linen Life in DDB Mudra's New Spot
DDB Mudra Kolkata have launched their newest spot for Linen Club "Live the Linen Life"
To effectively portray "Live the Linen Life" was a daunting task that was attempted in a slightly different manner than what is usually practiced by the fabric category.
The execution focuses on characterizing the consumer as a person who takes distinction and superiority for granted - and therefore, an individual pushing the boundaries of brilliance and always aspiring beyond. This individual was embodied in the form of Rohit Bal, one of India's leading fashion designers.
The subtle nuances of superiority and exclusivity needed to come out in the campaign as well as the overpowering desire for something beyond just perfection. So the key attributes of Linen Club fabric that make it so special were identified - the colour, the rarity and the feel, and then situations were created that would manifest them.
The television commercial underlines a heightened sense of the aesthetic and promulgates the yearning for a life par excellence, fuelled by the exemplary standards set by linen. To give it even more meaning, all the situations visualized revolved around Nature as linen itself is a natural fabric.
Commenting on this Jasvinder Singh Kataria, VP, Linen Club said, "Linen Club has created the linen fabric category in India. It's been a fascinating journey in our quest to continuously deliver the finest fabric to our consumers. The campaign had to bring out the best qualities of this fabric ¿ the unmatched comfort, the incredible colours, the languid eloquence. We needed to bring alive the intimacy that this fabric shares with nature. Our brief to the agency was simply to communicate the product truth and to establish Linen Club in its rightful place as the benchmark brand in fashion. Our communication partner, DDB Mudra Kolkata, led by Sonal Dabral, has done a fabulous job in portraying the same."
Speaking about this, Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group said, "Linen Club's linen fabric is in a league of its own. The colours, the texture, the feel, the harmony, all provide an experience unmatched by any other fabric. The great Bill Bernbach once said 'The magic lies in the product'. Our task therefore, was cut out. To communicate this product's magic and its unique experience to our audience. We decided to do it by turning it into a life philosophy and branding it 'The Linen Life'. A life that doesn't settle for merely good but constantly strives for better and richer experiences. I'm really excited with the results. This campaign is more than just a campaign. Helmed by ace designer Rohit Bal, it's a life philosophy packaged in a high fashion visual experience that will resonate with our target audience on a deep emotional level."
Agency: DDB Mudra Kolkata
Chairman & CCO: Sonal Dabral
President: Ranji Cherian
Executive Vice President: Sujay Ghosh
Unit Head: Rajarshi Bhattacharyya
Creative Head: Vikram Sengupta
Art: Shubha Sengupta
Account Management: Shantanu Pramanik
Director: Manuel Portillo
DOP: Pablo Clemente
Production House: Kailash Picture Company
Production Executive: Arti Surendranath
Post Production : Pixion
Category: Clothing and Fashion , Day Wear
Genre: Fashion & Beauty , Luxury , Scenic