Home fabrics player D’Decor has launched a new brand of high-performance fabrics, FabriCare by D’Decor.
Announcing the launch of the fabric that is easy to clean and hence ‘needs to protection’ is a campaign conceptualised by 82.5 Communications.
The campaign film features actors Shah Rukh Khan and Alia Bhatt playing a couple about to host a party. A set of comic bad guys, who look like oriental martial arts specialists, drop by uninvited to their stylish and spic and span home. A filmy duel follows where they realise Khan’s weakness – he pleads with them not to make the sofas dirty. They take advantage of this and jump on the sofas, when Bhatt walks in and informs Khan that it’s Fabricare – the ‘beauty that needs no protection’. She urges him to take care of the bad guys instead. He does so just in time before the invited guests arrive.
The film was directed by Vasan Bala and produced by Dharma 2.0.
Mayur Varma, Chief Creative Officer, 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.”
An official statement informed that this is the first time Shah Rukh Khan and Alia Bhatt feature in a commercial together.
Ajay Arora, Managing Director, 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, D’Decor Home Fabrics, noted, “FabriCare, from the House of D’Decor, is positioned to fulfil the Indian consumer’s needs and home decor requirements, giving them multiple colour and design options along with high performance, easy care and more..!”
Nikita Desai, VP – 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!”
Feedback: [email protected]
