Sleepwell Mattresses, a brand owned by Sheela Foam Industries, has appointed the Korean agency network Innocean Worldwide to handle their creative duties following a multi-agency pitch held in November 2010. The incumbent agency on the account was Rediffusion Y&R.
Confirming the development, Manoj Sharma, marketing head, Sleepwell, said, “Our brand has built tremendous traction and we are looking at consolidating our leadership position in times to come. We evaluated agencies from the point of view of strategic clarity and creative capability along with an intent for long-term partnership with us. Innocean’s ideas and approach were sync with our overall vision, leading to their choice.”
Commenting on the win, Vivek Srivastava, joint managing director, Innocean Worldwide, said, “The brief from Sleepwell was a challenging one in the sense that it aimed to arouse consumer interest in a low involvement yet critical product. The team in consultation with the marketing team at Sleepwell has been able to unearth some untapped consumer signals that will yield dividends for the brand in the medium to long-term surely."
George Koshy, Sr. creative director, Innocean Worldwide, added, “The sheer magnitude of consumer indifference to something so critical to the quality of sleep such as a mattress is a great opportunity. We see interesting cutting edge solutions in the offing across traditional and digital media to enhance the already strong equity of Sleepwell.”
It is understood that the brand is looking at revamping its retail presence and will launch its first set of mass campaign by April 2011.