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Aug 26 – D’Decor’s soft furnishing brand ‘FabriCare – High Performance Fabrics’ was launched by Bollywood stars Alia Bhatt and Shah Rukh Khan. In a brand film that exemplifies the concept of “Beauty that needs no protection,” set against the backdrop of an excellently crafted home, a gripping tale unfolds in which the beauty of the surroundings is jeopardised by unexpected visitors. FabriCare brings Alia Bhatt and Shah Rukh Khan together in a seamless combination of action and entertainment, bringing a dash of their signature charm to the narrative.
As a result of years of research and effort, the brand establishes a new standard in the field of soft furnishings, combining functional brilliance with aesthetic attraction. Nikita Desai, VP – Strategy, Brand, and Business Excellence, says of the ad, “Consumers’ experience with curtain and upholstery in their homes is filled with anxiety arising from the fear of tarnishing their furnishings.” The primary premise underlying the FabriCare campaign is that ‘beautiful things do not need to be fragile, and reaching strength and beauty, if made possible, will liberate the customer from limits.’ This realisation inspired the creative idea ‘Don’t Handle with Care,’ a call to our customers to live freely in their homes with FabriCare!”
The warmth, elegance, and modern approach of Alia Bhatt and Shah Rukh Khan perfectly complement the brand’s ethos of seamless living.
“I’ve been with D’Decor for over 13 years and it is a brand that I consider to be my home in every way.” With each passing year, I am filled with enormous joy to watch the birth of their new brand FabriCare – High Performance Fabrics by D’Decor. “I am confident that, like D’Decor, FabriCare will beautify many, many homes and give consumers more power to live stress-free lives without having to worry about mishaps on their couch or curtains,” says Shah Rukh Khan, Brand Ambassador – FabriCare by D’décor.
“I am overjoyed to be a part of the D’Decor family, which has dressed beautiful homes all over the world.” FabriCare -great Performance Fabrics by D’Decor are created where beauty meets great performance, durability, and functionality. “I am very excited about our journey together,” Alia Bhatt, FabriCare by D’Decor Brand Ambassador.
With an enormous collection of upholstery and curtain fabrics, it offers over 800 SKUs, each expertly designed by D’Decor’s skilled Product Development team. These designs perfectly combine foreign trends, Indian customer preferences, and deep fabric understanding, resulting in an enthralling collection.