D’Decor, one of the world’s largest maker of soft furnishing fabrics, unveiled its
revolutionary soft furnishing brand ‘FabriCare – High Performance Fabrics by D’Decor’ with dynamic performers, Bollywood stars Alia Bhatt and Shah Rukh Khan.
The launch was realized with the collaboration of Bollywood’s iconic duo, Shah Rukh Khan and Alia Bhatt, in a brand film that embodies the essence of “Beauty that needs no protection.” Against the backdrop of an exquisitely designed home, the film unfolds a captivating narrative wherein the beauty of the environment is jeopardized by unforeseen visitors.
Speaking about the campaign, Nikita Desai – VP – Strategy, Brand and Business Excellence, says, “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!”
“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. 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,” said Shah Rukh Khan, Brand Ambassador – FabriCare by D’Decor
“I am extremely happy to be part of the D’Decor family which has dressed beautiful homes across the world. 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,” said Alia Bhatt – Brand Ambassador, FabriCare by D’Decor.
Institutions such as hotels, hospitals, offices where the higher usage of interior spaces demands better wear and tear would benefit tremendously from the superior performance of this range, which has passed through rigorous performance testing and quality checks with an in-house NABL-accredited lab as well as third party labs.
“D’Decor has been a disruptor in the category since inception. With the launch of a new brand from the house of D’Decor: FabriCare – High Performance Fabrics by D’Decor, we are raising the bar by launching fabrics which are high on aesthetics and assure a superior functional performance. Having invested heavily on research and quality checks we are confident that the performance of our fabrics will exceed expectations and hence we are offering a three year limited warranty, the only brand to offer a warranty in home furnishing fabrics,” said Ajay Arora – Managing Director, D’Decor Home Fabrics Pvt Ltd.
The range offers five key product ranges: FabriCare Easy Clean (stain resistant and easy
clean fabrics), FabriCare Indoor/Outdoor – UV proof and fade resistant fabrics which can be used in outdoor spaces as well as indoors, FabriCare Home Wash – range of curtains that can be safely machine washed with no need for dry cleaning, FabriCare Room Darkening – that has 100% blackout curtains without the need for a separate blackout lining, FabriCare Flame Retardant – that make fabrics less flammable.
