By Our Staff

Taproot Dentsu has launched a fresh campaign for GM Fabrics,. It comprises four TVCs, taps into various moments created at home and the sweet, playful relationships that exist within them.

Said Gurvinder Singh, MD, GM Fabrics: “We are a 50-year-old company and an established name in premium fabrics for upholstery, drapery and sheers. We retail through 1200 MBOs across India and we felt that the time is right to become a consumer-facing brand. Our objective of getting into communication with the help of the strategic team at Taproot Dentsu was very clear – to imprint GM on people’s minds and hearts before we occupy a place in their homes. The campaign has beautifully brought out relationships that exist at home and has infused it seamlessly with GM giving it a richer and more deeper connection with the product and brand.”

Talking about the ad, Purva Ummat, Senior Creative Director, Taproot Dentsu added: “We felt it was important to let people get familiar with the brand GM Fabrics and thus, came up with this sweet device of expanding `GM’ to mean the many wonderful and joyous moments that home represents. Each film in this campaign revolves around one such moment.”