"Beauty that needs no protection.” D’Decor launches high-performance FabriCare brand with stars Shah Rukh Khan and Alia Bhatt...
Ganapathy Viswanathan
Independent Communication Consultant and content Specialist. Visiting Faculty at Xavier's Institute of Communication Mumbai.
For a moment I thought, as to why D’Decor forayed into the new category by launching a FabriCare product. But as one understands in today’s day and age, we need to be innovative and offer new solutions to your customers. The equity of D’Decor which is quite strong helped them to think about this new brand of high-performance fabrics FabriCare by D’Decor.
For the first time Shah Rukh Khan and Alia Bhatt the two superstars were coming together. That for itself would have caught everyone’s attention. The campaign is very lively and packed with lot of action and brings alive the core thought of “Beauty that needs no protection.”
In a candid conversation with Ganapathy Viswanathan, Mayur Varma, Chief Creative Officer, 82.5 Communications spoke in depth about how the entire film was conceived and how the core idea was amplified to create an entertaining and engaging film.
1.D’Decor has already a good presence in the furnishing business. So, what prompted the company to launch their FabriCare product? Tell us more about the objective of the new launch film?
Over the years D’Decor has won hearts with their designer fabrics. They launch the latest collections very regularly. At the same time, much like every other field, there is a whole lot of innovations happening in the world of fabrics too. To make sure that these innovations stand out disproportionately in the minds of the consumers Fabricare – a brand of high performance fabrics was born. Because it has its own new offerings, it was very important for it to have its own new world. Hence the high action film featuring SRK, Alia and their arch-rival General Tao.
2. Who are you targeting this film and how did you arrive on the consumer insight for the film?
Families with kids or pets are extremely concerned about their couches getting easily stained. They keep the couches covered most of the times. Now, with Fabricare Easy Clean, they can bid those covers goodbye.
3. What was the brief for the film and how did you take the film from the brief to the core idea to the final execution?
D’Decor is very popular. They came to 82.5 to help them create a new brand from the house of D’Decor. So, we had to borrow from its world of beauty and aesthetics while creating Fabricare’s own identity of being high performance fabrics. Hence we came up with the idea – “Beauty that needs no protection”. Given how enduring these fabrics are we decided to tell our consumers something that was diametrically opposite to what they are used to while thinking of their precious fabrics – DON’T handle with care! Next was the exciting bit of bringing this to life. And for that we wanted to show people who would find a lot of use for our fabrics. Cut to SRK and Alia as spies with General Tao landing up at the house wanting to capture them? What follows is a sequence where SRK rampages through Tao’s goons, then they try to rampage the couches, Alia tells SRK he needn’t worry about their rampage because the couches were made with Fabrcare and instead continue with his rampage, which he does gleefully.
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4. You have leveraged Sharukh Khan for the Fabric film also. Will it not confuse your audiences? How have you brought in that differentiation in your communication strategy?
SRK brings in the reassuring equity of D’Decor to Fabricare. Alia brings in the novelty. The absence of Gauri who is the most unique connection with D’Decor raises intrigue drawing attention to the novelty of Fabricare. D’Decor’s world is about romace. Fabricare’s world is about action. So D’Decor will continue making to smile, Fabricare will give you the thrills.
5. How do you plan to get the visibility for the film? And what is going to be your engagement strategy for the film?
D’Decor has been using multiplexes quite effectively for visibility. We will continue doing that for Fabricare too. In fact it was an important consideration. And now one should start thinking of big-screen worthy advertising films too. From Fabricare one should expect just that. In-fact this is just the beginning of the FabricareVerse. Keep going to the movies.