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Tag: Duroflex

  • Conceptualised by Tilt Brand Solutions

    Virat Kohli is brand ambassador for Duroflex

    By Our Staff

     

    Duroflex sleep provider has unveiled its latest ad film featuring national brand ambassador, Virat Kohli.

     

    Set on the theme of #GreatSleepGreatHealth, the campaign advocates the power of quality sleep in fostering an active lifestyle at any stage of life.

     

    Speaking about the new campaign, Mohanraj Jagannivasan, Chief Executive Officer, Duroflex said: “Our latest campaign sees imaginative storytelling take center stage, presenting our brand ambassador and cricketer, Virat Kohli, in a new avatar. With his unmatched charisma and charm, Virat elevates the captivating TVC and takes it notches higher. The core objective of this campaign goes beyond mere entertainment; it is a celebration of the joys derived from leading an active lifestyle, all made possible through the foundation of restful sleep. We take immense pride in showcasing this creative TVC that seamlessly blends the art of good sleep with the pleasures of an energetic life”.

     

    Conceptualised by Tilt Brand Solutions, Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions added: “We wanted to create a crisp video which encapsulates the essence of our messaging; the importance of sleep in one’s life. We have captured how Duroflex is instrumental in delivering these fundamental needs and strengthening their consumers to power through the day with India’s fitness icon – Virat Kohli.”

     

  • The TVC has been conceptualized by Tilt Brand Solutions

    Kohli gets ‘great sleep’ on Duroflex

    By Our Staff

     

    Duroflex, sleep solutions provider, has launched their first campaign with national brand ambassador Virat Kohli, featuring its Energise Mattress range. The campaign aims at promoting quality sleep and explores the benefits of making healthy choices to ensure longevity in health.

     

    Speaking about the new campaign, Mohanraj Jagannivasan, Chief Executive Officer, Duroflex said: “The new brand campaign with Virat Kohli embodies our core belief. Virat is a benchmark for fitness and an inspiration to many. He perfectly aligns with our ‘Great sleep leads to great health’ philosophy, enabling us to spread this message to a wider audience We aim to demonstrate the strong connection between a well-rested mind and body and peak performance, with none other than the exceptional performer like Virat.”

     

    The TVC has been conceptualised by Tilt Brand Solutions and executed by Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions adds: “We wanted to create a crisp video which encapsulates the essence of our messaging; the importance of sleep in one’s life. We have captured how Duroflex is instrumental in delivering these fundamental needs and strengthening their consumers to power through the day with India’s fitness icon – Virat Kohli.”

     

  • To promote the new adjustable mattress Neuma

    Virat Kohli joins Duroflex as Brand Ambassador

    By Our Staff

     

    Duroflex has got Virat Kohli for their latest offering, Neuma firmness adjustable mattress. Neuma is scientifically designed to activate deep restorative sleep by creating a personal sleep experience, helping every sleeper personalize their sleep. With this product, Duroflex aims to take the sleep solutions market in India to the next level.

     

    Mohanraj J., CEO, Duroflex said: “As a brand with a long legacy and a leading position in the sleep solutions market, we, at Duroflex, are committed to taking our mission of driving the importance of good sleep to new heights. We are proud to announce our collaboration with Virat Kohli, who shares our passion for the importance of sleep. His is the perfect voice to help us carry this mission forward. With the launch of our new product NEUMA, we are solidifying our promise to help India sleep better. Duroflex is excited for the journey ahead and is committed to providing innovative and effective sleep solutions to our customers while driving conversations around the role of sleep.”

     

  • To scale up their advanced 5-zoned orthopedic range

    Alia Bhatt recommends Duroflex for ‘Real Sleep’

    By Our Staff

     

    Duroflex mattresses unveil two campaigns with brand ambassador Alia Bhatt to encourage individuals to invest in ‘Real Sleep’. The TVCs reinforce the message that Duroflex is a sleep solutions provider with technology and offerings exclusive to the brand. Their advanced 5-zoned orthopedic range provides differentiated support for the five zones of the body.

     

    Commenting on the new TVCs, Mohanraj Jagannivasan, CEO, Duroflex said: “Our mission is to make every Indian sleep better and we are constantly investing in research to offer superior sleep solution products for real quality sleep. This festive season, we want to guide consumers to make educated choices and invest in themselves with trusted sleep products to ensure they sleep well, stay healthy and celebrate wholeheartedly. Subsequently, the roll-out of the campaign will also witness a scale-up of our signature doctor-recommended Duropedic range.”

     

  • To scale up their advanced 5-zoned orthopedic range

    Alia Bhatt recommends Duroflex for ‘Real Sleep’

    By Our Staff

     

    Duroflex mattresses has unveiled two campaigns with brand ambassador Alia Bhatt to encourage individuals to invest in ‘Real Sleep’.

     

    Commenting on the new TVCs, Mohanraj Jagannivasan, CEO, Duroflex said: “Our mission is to make every Indian sleep better and we are constantly investing in research to offer superior sleep solution products for real quality sleep. This festive season, we want to guide consumers to make educated choices and invest in themselves with trusted sleep products to ensure they sleep well, stay healthy and celebrate wholeheartedly. Subsequently, the roll-out of the campaign will also witness a scale-up of our signature doctor-recommended Duropedic range.”

     

  • To build brand and business

    Vector Brand Solutions appointed AoR for Duroflex

    By Our Staff

     

    Mattresses major Duroflex has awarded its Brand and Communications mandate to Mumbai based Vector Brand Solutions.

     

    Said Smita Murarka, Chief Marketing Officer, Duroflex: “We have embarked on a new phase in the brand’s journey – to serve many more consumers with better sleep solutions. We believe we owe it to consumers to help make more informed choices on something as critical as sleep. We are confident and excited about embarking on this mission with the team at Vector, who with their contemporary approach to brand building and communication development across formats, platforms and channels will help us in what we have set out to achieve.”

     

    Added Paul Dueman, Chief Business Officer, Vector Brand Solutions: “We are absolutely thrilled to be chosen to partner Duroflex to build the brand and the business. We are fully invested in helping Duroflex fulfil its responsibility as well as desire to be the brand the country turns to, to sleep better. We are both confident and excited in the belief that our through-the-funnel approach and performance-branding philosophy will bring to bear all that is needed, to help fulfil their rightful ambition – which hereon, is ours too”

     

  • Alia in a Duroflex campaign

    Alia Bhatt signs campaign deal with Duroflex

    By Our Staff

     

    Duroflex has launched its first campaign featuring brand ambassador Alia Bhatt. The campaign has been conceived by Creativeland Asia and the films have been directed by Abhishek Varman. The brand has launched the campaign nationally through a multi-channel strategy.

     

    Commenting on this brand endeavour, 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.”

     

    Speaking about the new campaign, Smita Murarka, Chief Marketing Officer, Duroflex added: “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.”

     

  • To launch music series to celebrate regional lullabies

    Sony Music partners with Duroflex for Sounds of Sleep

    By Our Staff

    Duroflex launches Sounds of Sleep – a digital series exploring the role of music as a sleep aid. Co-created with Sony Music and hosted actor Kalki Koechlin, Season 1 of the series celebrates regional lullabies from across India. Duroflex Sounds of Sleep has been conceptualised by Duroflex’s creative agency partner, Sunny Side Up.

    Said Smita Murarka, Vice President – Marketing and E-Commerce, Duroflex: “Our earliest memory of sleep music are the lullabies that our parents or grandparents used to sing while rocking us to sleep. Even as an adult music is a great way to relax the mind and body, making it an enriching pre-sleep routine. As India’s sleep coach, we wanted to go back to our roots, celebrating this sleep routine tradition from various parts of India and curate it digitally for the convenience of new age millennial parents. We couldn’t think of a better platform than World Sleep Day to launch this unique series to create awareness about the importance of healthy sleep.”

    Said Kiran D’cruz – Director, Brand Partnerships, Sony Music India: “As always, the partnerships we forge are what define us as a music label. We see Sounds Of Sleep as an opportunity to leverage our experience and expertise to curate and promote quality music. Innovation is what drives us and that also applies for something as traditional as lullabies. This World Sleep Day, let this curated selection allow you to rest and recharge in the most optimum way.”

     

     

  • Launches a lighthearted communication for its Duropedic range, a certified orthopedic mattresses, as stress and pressure on the back mounts

    We have got your back, says Duroflex in new ad

    By A Correspondent

     

    Leading mattress brands Duroflex has launched a communication talking about its Duropedic  orthopedic mattress range as a solution to strained backs.

     

    In a humorous way, Duroflex captures various positions that we tend to take which can strain our backs. Elaborating on the communication, Smita Murarka, Vice President, Marketing, Duroflex, said: “The new normal demands more hours from a person than they have in the day. Hence, day-to-day stress and strain can take a toll on one’s spine resulting in back problems, now that they’ll be sitting in awkward positions while working and doing other tasks at home. This also leads to disruption in sleep schedules. Our message looks to create actionable awareness about Duropedic range of mattresses, India’s only certified orthopedic mattress that provides the best care and restorative support for peoples’ backs whilst they sleep. At a time when we all need to emerge stronger, the Duropedic range of mattresses is an ideal solution to help the body and mind respond optimally to any challenging situation.”

     

     

  • Titled #StayIn the brand is asking people to rejoice the wonderful life moments

    ‘Stay In, Stay Home ‘, says Duroflex in new digital film

    By A Correspondent

     

    Duroflex has released a film titled #StayIn with the social message urging people to #StayIn and #StayHome because currently, one’s bed is the safest and most comforting space that one has. And it is time to make the most of it.

     

    Elaborating on the film, Smita Murarka, Vice President, Marketing, Duroflex, said: “In these times of social distancing and work from home, it is very easy to feel confined and restricted by the idea of staying in. Through our film we want people to rejoice the happy moments of staying in with our bed being a companion and support in these life moments. From giving us a haven to letting us snuggle-in over the weekend, from being our jumping bag to being the perfect place to crash and helping rejuvenate our body and mind to prepare us for the next day. Beds have always been a safe haven but even more so today when staying in and staying home is staying safe.”

     

     

  • The Duroflex Sleep Song is an audio track specially composed to gently soothe the listener into deep sleep

    Duroflex and Happy mcgarrybowen launch ‘The Duroflex Sleep Song’

    By A Correspondent

     

    This World Sleep Day, Duroflex and Happy mcgarrybowen launched a different product that helps aid better sleep – The Duroflex Sleep Song. The Duroflex Sleep Song is an audio track specially composed to gently soothe the listener into deep sleep.

     

    Mathew Joseph

    “We are a highly sleep deprived society and don’t consider sleep a priority for good health. As a brand we are committed to raise awareness about the importance of sleep. Our products aid better sleep and The Duroflex Sleep Song is just another offering from us to help everyone sleep better. Track it free to download and we urge you to share it with people who deserve better sleep,” said Mathew Joseph, Director- Marketing, Duroflex.

     

     

  • Seeing the response, a subsequent video was released a day later where Milind clarified the confusion on #7HourMarathon and discussed the importance of good sleeping habits

    Duroflex & Happy mcgarrybowen launch #7HourMarathon campaign with Milind Soman

    By A Correspondent

     

    Happy mcgarrybowen has conceptualised the #7HourMarathon campaign for Duroflex. The campaign launched when Milind Soman rolled out a tweet saying how he planned on doing a 7-hour-marathon every day. But little did his followers know, the marathon he was talking about was seven hours of continuous sleep. This digital stunt was initiated to bring attention to the cycle of disrupted sleep that has taken over this generation.

     

    Said Mathew Joseph, Director, Marketing, Duroflex: “As a company, we have a strong lineage in this industry and understand the importance of sleep.  We are highly committed to the cause of helping India sleep better.  We really wanted to raise awareness around the importance of sleep. In Milind Soman, we found a credible voice to drive this message across. The #7HourMaratahon initiative was a great conversation starter to get people to make a very important lifestyle change. We believe in energising India”

     

    On the campaign, Naren Kaushik, Senior Creative Director, Happy mcgarrybowen said: “Most of the audience we were talking to consume about 2.5-3 hours of social media on an average every day. A chunk of it also happens just before bedtime. The reason to pull this activation off in the social media space was evident in the consumption patterns. Add to that, an influencer like Milind Soman, who is followed by thousands of people with genuine interest in an active lifestyle, helped to capture our messaging effectively. The #7HourMarathon seemed like a perfect little stunt to tie ‘Marathon-Man’ Milind and our campaign together.”