Mattress brand Sleepwell is putting the spotlight on mattress hygiene through its ‘Healthy New Year’ campaign. It looks to highlight the brand’s new Neem Fresche technology.
The campaign, conceptualised by Ogilvy, began with a poll around ‘Kya miss ho gaya?’, asking consumers if they missed something important when it comes to maintaining personal hygiene. Using this, Sleepwell went on to raise awareness about this issue and introduce consumers to the benefits of Neem Fresche technology.
Sumit Sehgal, chief marketing officer, Sheela Foam, said, “As we enter a healthy new year with positivity and optimism, we can’t afford to turn a blind eye to our personal hygiene. While we all have introduced disinfectants and masks into our daily lives, what often gets ignored is the challenge that lies within our mattresses, impacting the most important part of our day, our sleep. To emphasise the importance of checking mattress hygiene and upgrading it for both comfort and germ-free protection, we have launched a new leg to our campaign. All our mattresses are protected with a special Neem Fresche technology that ensures hygiene and safety. With this campaign, we wish a healthy new year by encouraging our consumers to re-think their mattress hygiene.”