Campaign India Team
Jul 21, 2022

Alia Bhatt sleeps with Duroflex

Watch the film conceptualised by Tilt Brand Solutions here

Sleep solutions provider, Duroflex, has launched a campaign with its brand ambassador and actor Alia Bhatt, to educate consumers about its doctor recommended portfolio - Duropedic. Conceptualised by Tilt Brand Solutions, the two films aim to educate customers that sleep essentials have a lot to do with a good night’s sleep.  
The first film showcases Bhatt waking her friend up from his sleep. The irritated boy tells her that it’s a sin to wake someone up from their sleep. Bhatt then lifts the sheets on his bed to reveal the mattress and comments that his mattress should be the one cursed. The boy defends the mattress by saying it’s memory foam. Bhatt then tells him that not every memory foam mattress is orthopaedic and that not all sleep is good sleep. She asks him to switch to Duroflex for real sleep. 
The second film sees Bhatt telling her viewers about her friend who got a mattress with free trial. She continues by stating that the mattress also got her free dark circles. However, Bhatt proudly stated that this never happened to her, since she uses Duroflex’s Duropedic range for her beauty sleep. 
Smita Murarka, chief marketing officer, Duroflex, said, “Our mission of helping India sleep better, starts with making well researched products and in sharing knowledge about how sleep impacts health and wellbeing. This has resulted in more and more consumers turning to branded mattresses. However, mattress buying can be a complex exercise as the key aspects that define a purchase are not well understood by consumers and the heap of generic or false claims in the market only confuses them further. We do believe that with honest conversations we will be able to educate consumers about making well researched choices which suit their individual needs. With this campaign, our aim is to connect with our consumers that all they need for Asli Neend is Duroflex.”
Adarsh Atal, executive director, Tilt Brand Solutions, said, “One doesn’t get an opportunity or find the need to buy too many mattresses over their lifetime. Which is why, it’s even more imperative in this category to have an argument that’s unique and persuasive. With Asli Neend, we separated ourselves from the noise in the category around quality of sleep and the endless list of claims. We changed the argument to whether sleeping on any other mattress can even be called 'sleep’ itself.”
The campaign will be rolled out across TV and digital.
Campaign India

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