Mumbai: Highlighting what makes a space feel like home, Taproot Dentsu - a dentsuMB Company & a creative agency from the house of dentsu India, has launched a fresh campaign in association with Homegrown producers of jacquard decorative fabrics, GM Fabrics.

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

“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," said GM Fabrics MD Gurvinder Singh."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, Taproot Dentsu senior creative director Purva Ummat 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.”