GM Fabrics Releases Taj Collection TVC for GMF Produced by Water Communications and The Moon Studios

MUMBAI, October 18, 2016 /PRNewswire/ --

Water Communications, a brand communications agency, recently released the first TVC for GMF, the premium brand from the house of GM Fabrics. The commercial showcases GMF's recently launched Taj Collection - home furnishings inspired by that historic masterpiece, the Taj Mahal. GMF from GM Fabrics offers home furnishings that appeal to modern homes and homemakers with a penchant for class and style.

The entire TVC has been orchestrated by Water Communications, with Director, Vandana Sethhi at the helm. Carefully assimilating the challenge at hand, the agency identified the need to expand the brand's canvas beyond its traditional base and that the same would best be achieved with mass media as the fulcrum of the media campaign.

The commercial opens on conceptual Taj imagery seamlessly flowing into slices of contemporary lifestyle in an upmarket home. The use of a savvy international model as the female protagonist to anchor the film, finds appeal amongst a broader audience, but especially reaches out to the modern urban homemaker who identifies herself with that role model and ambience.

Expanding on the making of the commercial, Ms Vandana Sethhi, Director - Water Communications said, "For the rebranding exercise, helmed by the release of the new collection, TV was the way to go. However, that was just a small part of the effort. The commercial had to be essentially classy and imperatively within a fashionable space. Hence, we kept the storyline down to the minimum and instead focused on the imagery and delivery befitting a fashion brand."

The TVC benefits from the blending of an international touch with a distinct contemporary Indian feel, and laced with a play of Taj motifs and elements. "An essentially pristine white ambience with an interplay of gold stays anchored to established Taj Mahal imagery," added Santa, the Director of the TVC who especially created a score that blends into the contemporary parameters of the collection.

Gurvinder Singh, MD, GM Fabrics opined, "Given the fast changing sensibilities of the audience, launch of our premium line brand - GMF was a natural extension. Our target audience had expanded to a globally savvy and virtually connected world, even with the proudly Indian disposition. The launch of the new TVC for Taj Collection under GMF thus achieved a dual purpose - establish the new brand - GMF and reaching out to the expanded audience."

The commercial was conceptualised by Water Communications and produced by The Moon Studios - a state-of-the-art Ad Film Production House composed of a calibrated balance of creative expertise, technological superiority and an experienced talent force. The communication specialist offers an inimitable bouquet of solutions in television, digital, corporate, animation, industrial, product and film production using open source software and technologies. The team has a proven track-record of creating powerful visual communication that helps brands stand out in a cluttered and chaotic market landscape.

About Water Communications: 

Water Communications was started by Vandana Sethhi, a pioneer in the field of advertising and brand communications. Water is a vision of diversification in creative thinking backed by intensive consumer research, which brings out determined results. Water Communications' clientele comprises some of the leading companies in India including, Future Generali, Aegon Religare, Marshalls Wallcoverings, Homes Furnishings, Foam Home, The Artist, Diamond Sinks, Mahesh Lunch Home, Tata AIG and Bliss GVS Pharma among others.

Media contact:
Vibhuti Agrawal
[email protected]
+91-9004611196
Water Communications