Mumbai: FabriCare – High-Performance Fabrics by D’Décor has announced its latest campaign featuring Bollywood couple Ranbir Kapoor and Alia Bhatt. Directed by Karan Johar, under his banner Dharma 2.0 and conceptualized by 82.5 Communications, this campaign celebrates the essence of ‘beauty that needs no protection’ of FabriCare fabrics against the backdrop of everyday dramas at home.
Inspired by the realisation that unexpected moments always arise in our homes – be it spontaneous celebrations, wild parties or simple everyday mishaps – the campaign shows how FabriCare’s advanced fabric technology is designed to withstand it all. Just like the modern, high-performing couple at the heart of this campaign, FabriCare’s fabrics are high-performing and timeless – stain-resistant, splash-proof, easy-care and more, so your home is always ready for whatever comes your way. The campaign this year focuses on FabriCare’s Easy Clean technology, now available not just on sofa fabrics but also on curtains, as well as FabriCare’s new range of high-performing, super-soft, 100% blackout curtains.
Ajay Arora, MD, D’Décor Home Fabrics said, “FabriCare’s goal is to provide consumers with beautiful and high-performance products. Consumers need fabrics that are easy to care for and always look attractive. In our homes, we want to create different experiences and FabriCare ensures that we don’t have to treat the fabrics with care. Every single promise we make to Indian consumers is something we have well-tuned our manufacturing systems and our factory to deliver. Ranbir and Alia perfectly embody the dynamic, modern spirit we wanted to highlight. Their contemporary, energetic personalities are a perfect fit for the performance and sophistication our fabrics bring to Indian homes.”
In the campaign, Kapoor and Bhatt showcase everyday situations that can cause chaos in a home and show how FabriCare fabrics deal with these situations and keep the home looking pristine. The advert combines Bollywood flair with home furnishing solutions.
Johar said, “Working with FabriCare on this campaign was an exciting experience. The concept of showing how Bollywood-style high-performance fabrics can handle the drama of everyday life was both challenging and rewarding. Ranbir and Alia brought incredible energy to the project and made it a truly unforgettable collaboration.”
Kapoor said, “Working with FabriCare has been a fantastic experience. The fabrics are not only stylish but also incredibly durable. I think this is a real need of the hour – people want beautiful homes but don’t want to compromise on their lifestyle or experiences. FabriCare helps them a lot with that. I’m very excited to be part of the FabriCare journey and look forward to a long collaboration.”
Bhatt said, “I am delighted to continue my collaboration with FabriCare by D’Décor for the second year. This new campaign underlines the brand’s commitment to quality and innovation and shows how these home textiles tackle life’s surprises with ease. It has been a wonderful experience to be part of the FabriCare family.”
The campaign runs across multiple platforms including television, digital media and social channels and aims to combine Bollywood glamour with practical insights.
“As Creative Director of FabriCare, I am excited about our latest campaign, which highlights our commitment to innovation. Our focus is on developing fabrics that combine superior durability and versatility with modern aesthetics. Our new campaign reflects our commitment to developing solutions that enable our customers to live better by offering products that are both beautiful and high-performance.” said Simone Arora, Creative Director D’Décor Home Fabrics.
Nikita Desai, VP – Strategy, Brand and Business Excellence, D’Décor Home Fabrics said, “Over the past year, FabriCare has seen tremendous success helping our customers create beautiful and high-performing living spaces. At FabriCare, we continuously innovate to stay one step ahead and ensure our fabrics offer unmatched durability and versatility. This new campaign takes the next level of how our products combine elegance with functionality and help our customers create beautiful, unbridled experiences at home by looking at everyday situations in the lives of our star couples in a fun, energetic, yet relatable way.”
Mayur Varma, Creative Director at 82.5 Communications, “Sofas and curtains at home are prone to unexpected stains – coffee, gravy or curries. And in Ranbir and Alia’s house, the unexpectedness reaches dramatic proportions. That’s where Easy Clean by FabriCare comes in and ensures immaculate cleanliness. See the high-performance fabrics in action in our thrilling commercial.”
Click the link below to view FabriCare by D’Décor’s Easy Clean ad:
