Sleepwell has rolled out a campaign featuring culinary expert and TV personality, Kunal Vijaykar.
Conceptualised by Sideways, the campaign consists of a film which presents a juxtaposition between the Sleepwell Pro Next mattress and a memory foam mattress. Through, Vijaykar’s comedic illustration and imaginative analogy, the film draws parallels between dough and bread. This analogy aims to describe how traditional memory foam can ensnare the body, portraying it as fingers sinking into dough, thus emphasising the discomfort and limited mobility it entails. In stark contrast, the Sleepwell Pro Nexa's ability to facilitate effortless body movement is artfully portrayed with the soft, responsive bounce of bread, underscoring the unparalleled comfort and freedom of movement it delivers.
Nilesh Mazumdar, chief executive officer, Sheela Foam, said, “Sleepwell has always been at the forefront of foam and sleep technology. With the launch of our latest Pro Nexa mattress, with ‘enhanced body recovery’ technology, we're not just redefining comfort; we're delivering on a promise of unparalleled sleep quality. Our relentless pursuit of innovation not only delivers most comfortable sleep but also drives business growth and further solidifies our position as the leader in the sleep industry.”
Abhijit Avasthi, founder, Sideways, said, “Pro Nexa technology offers a clear palpable superior experience over age-old memory foam. The challenge was to bring out this difference in an easy, non-technical and relatable manner. Food and sleep are areas that interest everyone and that’s why we thought of this metaphor. We hope it will intrigue viewers enough to try out Pro Nexa mattresses.”