Campaign Spotlight

Campaign Spotlight: Taproot Dentsu’s latest campaign for GM Fabrics is all about the Fabric of Home

MUMBAI, INDIA – It is difficult to explain what makes something feel like home. Is it the people? Is it the vibe? Is it the effort that goes behind curating every small detail of your space? Or is it the memories that are created in that space? Highlighting moments at home, Taproot Dentsu – a dentsuMB Company & a creative agency from the house of dentsu India, in association with GM Fabrics – one of India’s largest producers of jacquard decorative fabrics, has launched a fresh campaign.

The campaign – comprising four TVCs, taps into various moments created at home and the sweet, playful relationships that exist within them.


Watch the films in a playlist here.

Gurvinder Singh, MD, GM Fabrics said, “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 inspiration behind 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.”


Taproot Dentsu Agency Credits
Chief Executive Officer: Ayesha Ghosh
Chief Strategy Officer: Shashank Lanjekar
Senior Creative Director: Purva Ummat
Associate Creative Director (Art & Design): Rutul Mistry
Art Director: Jyoti Patil
Art Director: Nilesh Naik
Associate Vice President, Planning: Snigdha Bose
Vice President, Account Management: Amit Murthy
Group Account Manager: Zeba Shaikh

Film Credits
Production House: Conversation Films
Executive Producer: Anesh Azad
Director: Jayant Sarin
Associate Producer: Preshit Bhagatt

Partner with adobo Magazine

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