GM Fabrics, to highlight what makes a space feel like home


Because of their universality, textiles are an essential source of reference for cultural studies. Textiles have always draped the human/divine/animal body, as well as the floor and furnishing. Textiles, unlike stone, clay, metal, and other non-biodegradable materials, were traditionally made from biodegradable materials.

Taproot Dentsu, a dentsuMB Company and a creative agency from the Dentsu India house have launched a new campaign in partnership with GM Fabrics that highlights memories at home. The campaign, which consists of four television commercials, is inspired by many moments that arise at home and the charming, playful connections that exist within them.

They’re a 50-year-old company with a reputation for high-end upholstery, draperies, and sheer fabrics. The campaign has brilliantly highlighted domestic relationships and smoothly blended them with GM, providing a richer and deeper connection with the product and brand.

GM Textiles is a manufacturer of jacquard ornamental fabrics for draperies, upholstery, large width sheers, and embroidery that was founded in 1968. GM Fabrics, based in Mumbai, claims to have a large network in India that provides excellent fabrics for living spaces. The Group claims to have extended its business operations, with 60% of furnishings fabrics being sold to more than 25 European and Asian nations.

Taproot Dentsu, created in 2009 by Agnello Dias and Santosh Padhi, has a huge list of blue-chip clients and a reputation for cutting-edge creative capability. aproot India, which now is part of the Dentsu Network, continues to operate independently under its current management. Airtel, Marico, Aditya Birla Financial Services, Nirma, ITC, Myntra, Facebook, Uber, Danone, and Parle are just a few of Taproot’s prominent clients.

Taproot is a communications company specializing in creating effective and unique ideas based on a compelling case of unconventional inquiry. Taproot believes that the only way to get interesting answers is to raise interesting questions. Taproot uses real-life stories to generate ageless stories that place the product front and centre. These stories come in a variety of forms, appeal to all of the emotions, and lead to enriched brands.

Taproot Dentsu has expanded its focus from above-the-line services such as TV, Print, Radio, and Outdoors to Brand Consulting, Branding (identity, logo, brand manual, etc.), B2B Communication, CSR Solutions, Packaging Design, and other design. TRIP is also a partner for exhibits, retail displays, and printing.

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