Linen Club, the renowned fashion brand from Aditya Birla Group, has launched its much-anticipated Onam 2024 campaign titled “Ona Vakdhanam” (#KeptMyPromise).
This campaign aims to celebrate the cultural richness of Kerala, while paying homage to the deep-rooted traditions associated with the Onam festival. Building on the overwhelming response from last year’s festivities, Linen Club continues to captivate audiences with a heartfelt message that highlights the importance of keeping promises.
Onam, a festival that symbolizes the return of King Mahabali to Kerala, is steeped in promises that hold great significance. Linen Club’s ‘Ona Vakdhanam’ campaign draws inspiration from this, emphasizing how promises form the foundation of trust and relationships, shaping our values and connections. This campaign beautifully captures the essence of Onam by reminding us that promises, like the ones King Mahabali keeps year after year, are powerful and meaningful.
The campaign film features popular Malayalam actor Govind Padmasoorya as Acchu, a man who returns to Kerala from abroad to celebrate Onam. The storyline revolves around a promise Acchu made during his childhood to his auto driver, a promise that he now fulfills by inviting the auto uncle to join his family’s Onam celebrations. This heartwarming narrative not only underscores the importance of keeping promises but also highlights the spirit of togetherness that Onam embodies.
Complementing the campaign is the original Onam song ‘Ponnonamkathiradi,’ sung by the talented Sithara Krishnakumar, alongside the vibrant rock band The Music Escape. The song, shot in a traditional Kerala courtyard, evokes nostalgia and pride, rekindling memories of the rich cultural heritage of the region. The melodious tune, combined with the energetic performance, resonates with Malayalis around the world, connecting them to their roots in a powerful and emotional way.
Sithara Krishnakumar, the voice behind the song, shared her joy in collaborating with Linen Club. “Onam is a festival of promises, and being part of this campaign has been an absolute pleasure. The song reflects the purity and devotion that both the festival and Linen Club stand for. I hope it touches the hearts of every Malayali as much as it touched mine.”
Satyaki Ghosh, CEO of Domestic Textiles at Grasim Industries, Aditya Birla Group, expressed his pride in the campaign, stating, “At Linen Club, we’ve always upheld the promise of delivering quality and authenticity. This Onam, through our campaign ‘Ona Vakdhanam,’ we are paying tribute to the values that define both our brand and the people of Kerala. We are excited to present our latest range of fabrics and apparel, crafted with cutting-edge European technology, to celebrate the modern men of today. With our recent store opening in Lulu Mall, Calicut, we are eager to strengthen our connection with Kerala and offer linen that truly reflects the spirit of the state.”
Linen Club’s Onam 2024 campaign is a comprehensive 360-degree marketing effort, spanning TV, cinema, digital platforms, and in-store experiences, making it one of the largest initiatives by any textile fashion brand in the country. With its unique blend of tradition, music, and emotion, ‘Ona Vakdhanam’ has struck a chord with audiences, making this year’s Onam celebration truly unforgettable.
