Saif Ali Khan and Ibrahim Ali Khan have come together for their first-ever joint brand collaboration as ambassadors for Linen Club. The announcement marks a major celebrity-led campaign for the Aditya Birla Group-owned premium linen fabric and apparel brand.
The campaign, titled ‘Passion for Pure’, aims to position linen fashion as a style choice that appeals across generations. The brand has chosen the father-son duo to reflect this dual appeal, with Saif Ali Khan representing timeless sophistication and Ibrahim Ali Khan bringing a younger and more contemporary perspective to the campaign.
As part of the association, the duo features in a cinematic brand film centred around themes of identity, individuality and effortless style. The campaign draws parallels between the natural process of transforming flax into linen and the shaping of one’s personality through passion and authenticity. The film also highlights the real-life bond between Saif and Ibrahim, portraying moments of mentorship and personal conversations between father and son.
Speaking about the collaboration, Saif Ali Khan said, “Linen has always been my second skin - effortless, pure, and deeply personal. I am very excited to associate with brand Linen Club and Aditya Birla Group.”
Ibrahim Ali Khan added, “Being myself is my passion for pure, and Linen Club just gets that. Passion and purity together make everything feel effortlessly right.”
The campaign arrives at a time when Ibrahim Ali Khan has increasingly been stepping into the spotlight with fashion campaigns, public appearances and film projects, while Saif Ali Khan continues to remain one of Bollywood’s most recognisable style icons. Their pairing is expected to attract attention across both younger and mature consumer segments.
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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."
Jasvinder Singh Kataria, CEO - Domestic Textiles, Grasim Industries Limited, further 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 this campaign, Linen Club aims to strengthen its position in the premium linen market while leveraging the popularity and public image of Saif and Ibrahim Ali Khan.
Also Read: Saif Ali Khan praises Rasika Dugal at Kartavya trailer launch: “I think I’m a big fan”
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