Linen Club – An ‘event’ful experience!

Integrated is a critical keyword when it comes to converting businesses these days. Brands want a one-stop shop for ease of coordination and to ensure a smooth information flow between various departments. At Media Moments, we reemphasize the fact that we can take care of all our clients’ communication needs – digital, social, PR, campaigns and events. And Linen Club is a perfect example of an integrated campaign executed well.

“Linen Club” Fabrics – The Premium Brand from Jaya Shree Textiles, a unit of Aditya Birla Nuvo Ltd – launched an exclusive store with their new retail identity in Indiranagar, Bangalore, for the first time in India in March this year. Linen Club boasts of having the world’s largest retail chain in Linen. This exclusive showroom, spanning around 2800 sq. ft., offers a wide range of linen fabrics and ready-to-wear garments. The brand offers pure linen to exotic linen blends, printed and embroidered linen fabrics suitable for wardrobes of men and women.

Linen Club

Linen Club approached Media Moments to handle the PR requirements for the launch to engage business media and local press in Bangalore. What initially began as a PR conversation eventually converted into a mandate for PR, Event, Social Media, Blogger and Influencer Outreach. Media Moments enriched brand engagement on various levels, including;

  • Corporate media
  • Blogger outreach program
  • Influencer outreach
  • Social media amplification
  • Bangalore features and regional media

Linen Club

Top business media houses from across the country were engaged to speak with the brand spokespersons, Mr. Thomas Varghese & Mr. S. Krishnamoorthy. A press conference followed by one-on-one interactions ensured that all relevant national media were spoken to. Features and regional media were invited to the store in the evening to get a first-hand feel and interact with the who’s who of Bangalore.

Linen club

Media Moments also invited the country’s biggest influencers and bloggers in the fashion space for the launch – top designers, CEOs, RJs, musicians, and expats were part of an elite guest list. Top fashion bloggers and media got a chance to interact with Linen Club’s brand ambassador Rohit Bal in an fun DIY session where guests were able to mix and match fabrics and make their own clothes.

Overall, the entire event was a grand success. Key takeaways: 8 mainline and financial news coverage plus 5 regional and electronic coverage, among numerous online links and blogs. Media Moments generated PR mileage worth more than 2 crore for the brand and built great word-of-mouth among the influencer and blogger community.

Nischal Reddy is an Associate Director at Media Moments. If you wish to connect with him for immersive and high-impact events, please write an email to or visit our website

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