Kurlon has appointed Tonic Worldwide as its digital marketing partner following a multi-agency pitch process. Under the mandate, the agency will be responsible for strengthening the mattress brand’s digital presence and developing strategies aimed at increasing relevance among modern consumers while building on the brand’s long-established market position.
Founded in 1962, Kurlon has built a presence in the Indian sleep solutions market over more than six decades. Trusted by over 10 million customers, the brand has expanded its portfolio from its early focus on rubberised coir mattresses to include latex, foam, spring, orthopaedic and other sleep-related products. Through its latest agency partnership, Kurlon is looking to evolve its communication approach for a changing consumer landscape increasingly shaped by digital engagement and wellbeing-focused purchasing decisions.
As part of the mandate, Tonic Worldwide will work on enhancing Kurlon’s digital narrative and creating communication strategies that resonate with experience-driven consumers. The agency’s remit will include developing digital campaigns and consumer engagement initiatives designed to bridge the brand’s legacy with the expectations of younger and digitally connected audiences.
The appointment comes at a time when the mattress category is witnessing significant shifts in consumer behaviour. Growing urbanisation, rising disposable incomes and expansion in the real estate sector are contributing to category growth, while increasing awareness around sleep health and wellbeing is influencing purchasing decisions. Consumers are also becoming more involved in researching and evaluating products before making purchases, making digital touchpoints increasingly important for brands operating in the segment.
Puneet Gulati, chief marketing officer, Sheela Foam Limited (Kurlon), said, “India is witnessing a strong transformation in the sleep mattress category, supported by rising incomes, urbanisation, and real estate expansion. On the consumer side, premium spending is growing due to increasing wellbeing consciousness and sleep health becoming a mainstream conversation. We are determined to translate Kurlon's widespread equity and brand love into a fresh vocabulary for the digital-first consumer, creating the kind of relevance and excitement that meaningfully accelerates the brand's growth.”
For Tonic Worldwide, the mandate represents an opportunity to help reposition a heritage brand within a rapidly evolving consumer environment. The agency plans to leverage insights, data and digital marketing strategies to strengthen consumer connections and support business growth across the purchase journey.
Unmisha Bhatt, co-founder and chief strategy officer, Tonic Worldwide, said, “Kurlon is an iconic brand with tremendous equity, backed by product excellence and a legacy of innovation. As the modern consumer becomes increasingly sleep-conscious and takes an active role in product consideration, our role is to translate that legacy into modern relevance. Powered by data-driven insights from our marketing intelligence platform, we will craft robust digital strategies that connect Kurlon with new-age buyers and drive measurable impact across the end-to-end growth funnel.”
The partnership underscores the growing importance of digital marketing within the home and lifestyle sector, as established brands seek to engage consumers through more personalised, insight-led communication. The account will be managed from Tonic Worldwide’s Delhi office, with a focus on building awareness, consideration and long-term brand growth through digital channels.
