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Publicis bags creative mandate of Aditya Birla Group’s domestic textiles division

MUMBAI: Aditya Birla Group’s domestic textiles division has chosen Publicis India as its creative brand partner for it’s linen fabrics brand Linen Club.

The account was won following a multi-agency pitch. The brand will be managed by the agency’s Mumbai office.

Aditya Birla Group Domestic Textiles CEO Satyaki Ghosh said, “We have been pioneers in linen in the country, and Linen Club has been a market leader since its introduction back in 2000. We are seeing more competition now, which is always good. As leaders, our efforts must stay focussed on growing the category and the brand. To partner us effectively on this journey, we saw in Publicis India a partner who shares our passion. We look forward to working with the best minds at the agency to take us to the next level.”

Publicis India MD Srija Chatterjee said, “We couldn’t be happier to have a brand like Linen Club as part of our ever-growing portfolio. Linen Club is the leader in its space and now is just the right time to give it a fresh voice, one that is relevant today, and we are ecstatic that we have been chosen to have this new conversation.”

Publicis India MD & chief creative officer Bobby Pawar said, “It’s always a delight when you meet a client that’s as creatively inclined as you are. We can’t wait to collaborate with the team. In the coming months, we’ll see some great work coming out for Linen Club.”

Publicis India senior advisor Nakul Chopra said, “We are honoured to have been chosen to partner Linen Club. Our legacy with fashion & apparel combined with some of the new tools and techniques at our disposal will prove invaluable in taking the brand to the next level. Linen Club is a pioneer, and we will strive for the communication to reflect that.”

Launched in 2007, Linen Club offers a wide range of linen fabrics, custom tailoring as well as ready to wear apparel for men. Recently they’ve also launched a line for women. Linen Club offers 100% pure linen made from the finest European flax from Belgium and France.