FabriCare by D’Decor has rolled out a campaign featuring actors Ranbir Kapoor and Alia Bhatt to highlight its stain and spill-resistant fabric offerings.

Conceptualised by 82.5 Communications, the ad campaign features Kapoor and Bhatt playfully navigating everyday scenarios that could lead to chaos at home. It depicts Kapoor winning an award and asks Bhatt to wish him well on his accolade. Although she congratulates him, Kapoor remains unsatisfied with her enthusiasm. To address this, Bhatt produces a Champagne cooler, but Kapoor worries about potential stains on the sofa and curtains. The film ends by highlighting FabriCare’s anti-stain technology.

What we think about it: A clear-cut advertisement that showcases the product through a Bollywood power couple, making their interaction authentic and relatable. Often, when brands use big personalities, the storytelling tends to be overshadowed by the star’s vanity. However, in this case, the blend of Bollywood glamour with practical insights about the product creates a compelling narrative.

Ajay Arora, managing director, D’Decor Home Fabrics, said “FabriCare’s objective is to offer the consumer, products that are beautiful and high performance. Consumers need fabrics which are easy to maintain and look attractive always. Homes are where we want to enjoy different experiences and FabriCare will ensure we do not need to handle the fabrics with care. Each and every promise that is being rolled out to the Indian consumer is something that we have our manufacturing systems and our factory well adapted to. Ranbir and Alia perfectly embody the dynamic, modern spirit we wanted to highlight. Their contemporary, high-energy personas align perfectly with the performance and sophistication that our fabrics bring to Indian homes."

Simone Arora, creative director, D'Decor Home Fabrics, said, "As the Creative Director of FabriCare, I'm thrilled with our latest campaign that underscores our commitment to innovation. Our focus is on creating fabrics that blend superior durability and versatility with modern aesthetics. Our new campaign reflects our dedication to crafting solutions that empower our customers to live better by providing products that are both beautiful and built to perform."

Nikita Desai, vice president – strategy, brand and business excellence, D’Decor Home Fabrics, added, “Over the past year, FabriCare has achieved tremendous success, helping our consumers create beautiful and high-performing living spaces. At FabriCare, we're continuously innovating to stay ahead of the curve, ensuring our fabrics offer unmatched durability and versatility. This new campaign showcases the next level of how our products blend elegance with practicality, helping our consumers create beautiful, unbridled experiences at home, through a fun, energetic yet relatable take on everyday situations in our star couples’ lives."

Mayur Varma, chief creative officer, 82.5 Communications, said, “Sofas and curtains at home are susceptible to unexpected spills - coffee, sauce or curries. And in Ranbir and Alia’s home, the unexpectedness reaches dramatic levels. That’s where Easy Clean from FabriCare steps in and emerges spotlessly clean. Watch the high-performance fabrics in action in our high-voltage ad."

Karan Johar, director, Dharma 2.0, added, “Working on this campaign with FabriCare has been an exhilarating experience. The concept of illustrating how high-performance fabrics can handle the drama of everyday life in a Bollywood style was both challenging and rewarding. Ranbir and Alia brought an incredible energy to the project, making it a truly memorable collaboration.”

The campaign was rolled out on 15 August 2024 and will be on television, digital media, and social channels.

CREDITS:

Client: FabriCare

Creative agency: 82.5 Communications 

Director: Karan Johar 

Producer: Punit Malhotra

Production house: Dharma 2.0