17th August 2026: D’Decor Home Fabrics, India’s leading home furnishings brand, has launched a new campaign for their bedding category with new brand ambassadors Kartik Aaryan and Ananya Panday.
Built on the insight that every home reflects the personality of the people who live in it, the campaign positions the bedroom as the most personal space in the home—one where design choices become an extension of one’s identity.
Bedding by D’Decor has always been built on an unwavering promise of ‘exceptional softness’. With the new campaign ‘Your Bedroom. Your Story.’, the brand builds on this legacy by bringing its expansive and diverse design capability to the forefront through a range of colours, prints, textures and styles, offering consumers the freedom to create bedrooms that are uniquely their own.
The campaign features Kartik Aaryan and Ananya Panday, whose distinct personalities and contemporary appeal reflect the individuality at the heart of the campaign. They represent a generation that’s young, bold, and unapologetically themselves. Their energy, and authenticity opens doors to audiences for whom both softness and variety matter deeply. They don’t just endorse, they embody. Through a series of playful interactions and contrasting aesthetics, the films illustrate how changing bedding can transform not just the look of a room, but also its mood and character, reinforcing the idea that every bedroom has a story to tell.
Sharing his thoughts on the association, Kartik Aaryan said: “D’Decor has been a part of Indian homes for years, so partnering with a brand that’s built on quality and beautiful design felt like a natural fit. What I enjoyed most is the idea that even a simple change in bedding can completely transform the feel of a space. It’s a relatable thought, and one that reflects how our homes influence our everyday lives. D’Decor’s legacy and commitment to quality, comfort and design makes this a partnership I’m excited to be part of.”
Ananya Panday added: “We have been using D’Decor in our home for years, so the trust and familiarity with the brand was natural. But now, getting to be a part of the brand’s narrative feels really special. Our homes are a reflection of who we are, and I love that this campaign celebrates that idea in such a simple and fun way. D’Decor offers an incredible variety of designs, colours and textures, making it easy for people to create spaces that feel personal and unique. And the softness of the product has to be experienced to be believed. I’m thrilled to be associated with a brand that encourages individuality through design.”
Speaking about the campaign, Ajay Arora, Managing Director, D’Decor Home Fabrics, said: “D’Decor has spent two decades perfecting softness. Now, we’re amplifying choice. ‘Your Bedroom. Your Story.’ recognises a fundamental shift in how today’s consumers think about their homes—not as spaces to fill, but as extensions of who they are. Kartik and Ananya represent that philosophy perfectly: they’re unapologetic about their individuality, and they understand that great design is personal, not prescriptive. This campaign marks an evolution in how we talk about bedding—moving from a single promise to a portfolio of possibilities, all rooted in our legacy of exceptional comfort”
Simone Arora, Creative Director, D’Decor Home Fabrics, said: “Our new bedding collections have been designed with a fresh, contemporary mix of colours, prints, textures and styles, across rich thread counts that offer the luxury of choice and expression. At the heart of every collection is the exceptional softness that has always defined D’Decor bedding——while the breadth of the new collections reflects our belief that there is no single way to define a beautiful bedroom.”
Armaan Arora, Director, Business Excellence, D’Decor Home Fabrics, quoted, “Today, D’Decor Bedding offers 3000+ SKUs across 2000 retail points, 100+ cities, & 300 dark stores. As the market leader, our bedding has always been about design and softness. With Kartik & Ananya, we want to bring that to the younger consumer and make bedding about celebration and gifting too”
Nikita Desai, Vice President – Strategy, Brand & Business Excellence, said “D’Decor’s foundation is exceptional softness—that’s non-negotiable. But softness alone doesn’t tell the whole story. Today’s consumers want choice, personality, the freedom to define their own space. This campaign flips that perspective: it says your bedroom should feel like you, and D’Decor gives you the range to make that happen. Partnering with Kartik and Ananya was the perfect anchoring point because they inherently understand that authenticity. On set, they brought genuine energy and distinct personalities that shaped something we’ve never created before. That’s what excites us most—it’s a film that speaks to a much wider audience and signals a real evolution in how we position the brand”
The integrated campaign will be rolled out across television, digital platforms, social media and other consumer touchpoints nationwide.
