Duroflex is looking to enable better sleep for consumers by encouraging them to rethink their choice of mattresses. The brand has unveiled a film-led campaign – Nothing like Duroflex – featuring brand ambassador Alia Bhatt to stress the importance of investing in a ‘research-backed mattress’ for healthy sleep. Creativeland Asia has conceptualised the campaign.
The film opens with Bhatt arriving at her friend's home. Noticing her friend groggy and sleep-deprived, she lands up in his bedroom to check his mattress. She calls him out on his poor choice of mattress and blames it for his fatigue. Through this, the brand is looking to bust the myth that all mattresses are the same.
Mathew Chandy, managing director, Duroflex said, “As an innovator brand in the sleep solutions space, this association with Alia Bhatt marks the beginning of our next growth phase of reaching consumers across generations and geographies. It fortifies our journey of being the fastest growing brand in FY 22 with a deep commitment to helping India sleep better.”
Added Smita Murarka, chief marketing officer, Duroflex said “Our campaign aims to awaken the Indian consumer to take their sleep seriously, making active and thoughtful choices on health-transforming products like mattresses. The campaign has been designed to communicate a home setting and is representative of a real-life conversation between two friends. The cutting-edge technology and research-backed products set us apart. With Alia, we aim to take this main messaging across the country, that there is ‘Nothing like Duroflex’ and everything else is a compromise. Being a sleep evangelist herself, Alia brought alive our campaign in a candid and effortless way. We are sure it will resonate well with the modern consumer.”