MUMBAI, INDIA — For over two decades, D’Decor has earned a reputation of being one of the biggest names in the world of Home Fabrics. And now, the House of D’Decor brings a new brand of high-performance fabrics – FabriCare by D’Decor. With this, D’Decor makes a foray into a new category that would be a perfect blend of high fashion and multi-functionality.
To launch this new brand, the brand made history by bringing together Shah Rukh Khan and Alia Bhatt in a commercial for the very first time. The 360-degree campaign, which brings alive the idea “Beauty that needs no protection,” was conceived and created by 82.5 Communications.
Mayur Varma, Chief Creative Officer of 82.5 Communications said, “High-performance fabrics. Check. High-performance superstars. Check. High-performance universe creation. Check. This film is just the beginning. Watch this space for more.”
This marriage of form and function is reflected in the commercial and all the other communication that follows. The film opens at the tastefully styled home of Alia, where a few unexpected guests threaten to ruin its beauty. This becomes the setting for some Bollywood-style storytelling, that’s packed with action and entertainment, FabriCare by D’Decor brings Alia Bhatt and Shah Rukh Khan together, adding a touch of their signature charm to the narrative. The film was directed by Vasan Bala and produced by Dharma 2.0.
Speaking about the campaign, Ajay Arora, Managing Director of D’Decor Home Fabrics, said, “FabriCare – High Performance Fabrics by D’Decor is a new brand from the house of D’Decor. Our first brand campaign has two high performers of their field – Shah Rukh Khan and Alia Bhatt who infuse together attributes of high performance and beauty. The campaign comprising four films will effectively convey superior functional attributes of the FabriCare range of curtain and upholstery fabrics. Each film has a clutter-breaking script and brings together for the first time two superstars together as brand ambassadors. The two superstars together appeal to a wider segment of consumers. We welcome Alia Bhatt to the D’Decor family and we are sure that this new association will resonate with architects and interior designers as well as consumers who wish to enjoy their homes and experience unmatched performance.”
Simone Arora, Creative Director of D’Decor Home Fabrics Pvt. Ltd., said, “The FabriCare collections comprise of an array of plains and textures in a wide spectrum of color, ranging from warm hues to deeper tones, to the evergreen classic neutrals. The FabriCare range of furnishing fabrics showcases varied looks that go all-year-round, from minimalist modern to more vibrant and colourful interiors. From organic spaces to plush luxurious settings, we have it all at FabriCare. FabriCare, from the House of D’Decor is positioned to fulfil the Indian consumer’s needs and home decor requirements, giving them multiple color & design options along with High Performance, Easy Care & more..!”
Nikita Desai, VP for Strategy and Business Excellence, added, “Consumers’ experience with curtain and upholstery in their homes is filled with anxiety arising from the fear of tarnishing their furnishings. The key insight that the FabriCare campaign rests on is ‘Beautiful things do not need to be fragile and achieving strength and beauty if made possible will liberate the consumer from restrictions.’ This insight led to a creative thought ‘Don’t Handle with Care’ – a call to our consumers to live carefree within their homes with FabriCare!”
Kapil Arora, Co-chairman and CEO of 82.5 Communications, said, “It is not every day that you get to launch a new brand in the market. So, when the D’Decor team entrusted 82.5 Communications with the responsibility to bring the new FabriCare brand of high-performance fabrics to life in a differentiated manner, we were honoured and delighted in equal measure. The resultant FabriCare proposition, of Beauty that needs no protection, has been brought to life, featuring superstars Shah Rukh Khan and Alia Bhatt.”
CREDITS:
82.5 Communications Pvt Ltd
Kapil Arora – CEO and Co-Chairman
Mayur Verma – CCO, India
Bhavaneet Bhalla – National Head of Strategic Planning
Nithyalaxmi Padmanabhan – Senior VP Planning
Sumit Ghildiyal – Senior Creative Director
Shomali Partagalkar – Senior Creative Director
Sudhir Pai – Creative Director
Aditi Mussadi – Client Servicing Director
Vanshika Khandelwal – Account Supervisor
D’Decor Home Fabrics Pvt. Ltd
Ajay Arora: Managing Director
Simone Arora: Creative Director
Armaan Arora: Manager – Director – Business Excellence
Nikita Desai: VP – Strategy, Brand and Business Excellence
Pranav Keluskar: AVP – Brand & Marketing
Saket Agarwal: GM – Brand & Marketing
Dharma 2.0
Vasan Bala: Director
Karan Johar & Punit Malhotra: Producer
Preetha Iyer: Executive Producer
Priyanshi Bahadur: Associate Producer
