Platinum Outdoor creates outdoor campaign for D’Decor’s new brand launch

Platinum Outdoor creates outdoor campaign “FabriCare” for D’Decor’s new brand launch

The campaign leveraged a strategic media mix to successfully capture audience attention and was implemented in multiple metropolitan cities across the country.

Platinum Outdoor, a division of Madison World, has launched a major outdoor campaign to unveil D’Decor’s latest launch, soft furnishing brand FabriCare By D’Decor. The campaign leveraged a strategic media mix to successfully capture audience attention and was implemented in multiple metropolitan cities across the country.

With celebrities such as Shah Rukh Khan and Alia Bhatt as brand ambassadors, Fabricare, a high-performance fabric, aims to redefine the standards of beauty and durability in home furnishings, with a focus on functionality. It represents an important step towards affordable and easy-to-maintain luxury.

To launch the brand, Platinum Outdoor leveraged outdoor media and embarked on an extraordinary 10-day journey across 12 cities. With media coverage exceeding his 60,000 square feet, various high-traffic locations were identified to target the campaign to ensure visibility. These locations include highways, intersections, and residential en route areas.

To effectively reach consumers in diverse environments, multiple media formats were used including billboards, DOOH (Digital Out-of-Home), metro pillars, unipole, and mall facades. DOOH media was optimized through large format and video-based creative. Extensive media coverage across multiple cities including Mumbai, Pune, Ahmedabad, Indore, Jaipur, Delhi, Chandigarh, Lucknow, Hyderabad, Bangalore, Chennai and Kolkata built positive brand perception among consumers it was done.

Talking about the campaign, Nikita Desai, Vice President, Strategy, Brand and Business Excellence, D’Decor Home Fabrics Pvt. Ltd. commented: “This is a launch campaign for FabriCare and we wanted to tick all the boxes to grow that campaign. It could never have been completed without doing quite a bit of running outdoors. The creative showcased a fun interaction between our brand ambassadors Shah Rukh Khan and Alia Bhatt, and its presence on impact sites in the target cities caught people’s attention and became a hot topic. On the LED site, we brought to life the idea of ​​’beauty without protection’ by actually animating a coffee spill on a sofa to highlight the fabric’s effectiveness against common household stains.”

Irshad Chippa, Associate Vice President, Platinum Outdoor also commented. “When it comes to a large-scale outdoor campaign like this, D’Decor effortlessly checks all the boxes. The impact this campaign has had on the brand is undeniable, and this is nothing short of an amazing achievement.”

Platinum Outdoor is part of Madison World, India’s largest homegrown communications agency founded in 1988, OOH including MOMS, Activation Specialist – Madison TURNT, Rural Specialist – Anugrah Madison and Retail Specialist – MRP operates multiple brands. Platinum Outdoor caters to major clients such as Tata Motors, Vi, Parle Agro, Campus Shoes, Square Yards, Zee5, L&T Housing, Havells, etc. Last year, Madison World served 500 advertisers through his 11 units.