SIYARAM PRESENT'S THE NEW FACE OF LINEN

by Shrutee K/DNS

Mumbai : Siyaram’s recently launched a national advertising campaign titled ‘The New Face of Linen’ which introduces variety of designs, textures, weaves in linen fabrics highlighting Checks, Stripes, Prints & Colours. The new campaign has been created by Makani Creatives Pvt Ltd. and directed by Karthik Ramnathkar.

Aptly coined ‘The New Face of Linen’, the campaign showcases the company’s commitment to bring the best of fashion around the world to India. Featuring four commercials, it presents a diverse range of linen fabrics in various designs and colours as the ‘new face’ in the eyes of today’s youth and fashion oriented consumer in a young, dynamic and vibrant manner.  

The campaign establishes Siyaram’s innovative leadership in the market by bringing latest trends and global fashion to Indians. While the TVCs are focused only on the product's proposition, a clear essence of balanced style and sensibilities suitable for a fashion brand is portrayed. 

With the campaign, the company intends to target men and women across India above 23 years of age. The idea has been drawn from the rise of fashion-conscious youth who not only follow international trends but also dare to incorporate new styles in their wardrobe. 

Ramesh Poddar, Chairman & Managing Director, Siyaram Silk Mills Ltd. said, “Nowadays natural fabrics are the biggest fashion trends and linen has been a front runner in popularity in the international market. With the new multi-channel marketing campaign, Siyaram’s aims to inspire young people to explore, be creative and enjoy fashion every day.” Commenting on the campaign, Sameer Makani, Director, Makani Creatives Pvt Ltd. said, “The series of four commercials showcase the designs, textures, weaves and colours in a spectacular fashion. This is the first time that Siyaram’s has released a category specific campaign.”

Karthik Ramnathkar, Director, Makani Creatives Pvt Ltd. said, “After actually experiencing the look and feel of the fabrics, we decided to treat the different films according to the character of clothes. The production design was kept clean to let the fabrics do the talking. I believe that the editor, Yusuf Khan, did complete justice to the fabric and gave the commercials a cool, modern and stylish look.” The print images were shot by renowned photographer Sarvesh Kumar who has beautifully lent a larger than life feel to the fabrics in the campaign.

Profile of Siyaram Silk Mills Ltd.

Incepted in 1978, Siyaram’s is one of India’s largest textile brands in men’s fashion and has been a leader in the P.V. Suitings/Shirtings industry by making global fashion accessible to the Indian consumer. Its brand portfolio includes Siyaram’s, J. Hampstead, Mistair, Oxemberg, Siya and upholstery brand Casa Moda amongst others. The company produces over 60 million meters of fabrics annually. Siyaram’s has a large spectrum of products under its banner that include Polyester Viscose, Polyester Cotton, 100% Cotton, 100% Wool, 100% Linen, TR etc. It’s in-house production facility includes weaving, dyeing, finishing and garmenting. Siyaram’s products are available in over 150000 retail outlets all over the country. Currently, Siyaram’s has around 200 exclusive outlets all over the country. The brand’s positioning – Come Home To Siyaram’s – has forged an emotional connect with Indians across the globe.