Textiles brand D’décor has launched its new soft furnishings brand, ‘FabriCare – High Performance Fabrics by D’Decor’. The business teamed up with Bollywood celebrity and long-term brand ambassador Shah Rukh Khan as well as new brand ambassador Alia Bhatt for the launch.
“Consumers’ experience with curtain and upholstery in their homes is filled with anxiety arising from the fear of tarnishing their furnishings,” said D’décor’s vice president of strategy, brand, and business excellence Nikita Desai in a press release. “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!”
The line is designed to mix style with durability, which Alia Bhatt and Shah Rukh Khan showcase in the new brand film. The duo receive a series of chaotic visitors to their home but have no need to stress thanks to FabriCare’s textiles.
“I have been with D’Decor for more than 13 years now and it is one brand that is home to me in every sense of the word,” said brand ambassador Shah Rukh Khan. “Having seen the brand grow with every passing year, it fills me with immense pride to see the launch of their new brand FabriCare – High Performance Fabrics by D’Decor. I am sure, like D’Decor, FabriCare will also beautify many, many homes and give more power to the consumers to live stress free without worrying about the mishaps on their couch or curtains.”
“I am extremely happy to be part of the D’Decor family which has dressed beautiful homes across the world,” said new brand ambassador Alia Bhatt. “When beauty meets high performance, durability and functionality, you get FabriCare – High Performance Fabrics by D’Decor. I am really looking forward to our journey together.”
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