MxMIndia

Tag: Duroflex

  • The digital media campaign focusses on engaging users, by leveraging its commercial on 'offline TV'

    Isobar partners Duroflex for latest digital campaign#ReadyForTomorrow

    By A Correspondent

     

    Isobar has partnered with Duroflex to launch a new digital campaign called #ReadyForTomorrow. Isobar and Duroflex leveraged Zapr’s TV-to-Mobile platform to push this digital campaign across those smartphone users who had already watched the brand’s commercial on television. The campaign has been executed across platforms such as Facebook, YouTube and DBM Programmatic.

     

    Commenting on the campaign’s success, Suraj Nagappa, VP, Isobar India said: “In the past, online video advertising usually meant the transmission of television ads to the internet. What we now have is video advertising that easily adapts to the respective medium. Multi-screen use has been a reality for users for a long time. With the interactive formats we offer an ideal opportunity to approach consumers across the characteristics of all platforms and devices. Across all channels – mobile, online, and connected TV (CTV) – there have been above-average video completion rates (VCR) and a high level of interaction has been achieved. The decision for a true multi-screen campaign has fully paid off. This is evident through the VCRs (Video Completion Rate) that significantly increased across all channels. Together with the interactive elements that Zapr allows, this strategy has led to a substantial increase in reach and consumer response.”

     

    On the launch of the new campaign, Arha Padman, Senior Brand Manager, Duroflex added: “Keeping in mind that TV audiences are no longer glued to a single screen and are often multi-tasking on their smartphones while consuming the medium, it just made sense to layer our TV plan with Zapr. We were curious to see how it would work and it seems to have delivered what we set out to do.”

     

     

  • the brand also has plans to have a high decibel campaign spread across outdoor, print and digital

    Happy mcgarrybowen unveils ‘Ready for tomorrow’ campaign for Duroflex

    By A Correspondent

     

    Mattress brand Duroflex has rolled out a 360-degree campaign to announce the launch of its latest range – Energise. The campaign will be rolled out nationally and apart from TV, the brand also has plans to have a high decibel campaign spread across outdoor, print and digital.The brand has come up with the campaign ‘Ready for Tomorrow’ which has been conceptualised and developed by Happy mcgarrybowen. The film has been produced by Nirvana Films and directed by Prashant Madan.

     

    Speaking on the campaign, Mathew Joseph, Director Marketing – Duroflex said: “An innovative product like Energise, innately demanded innovative messaging. Happy’s keen sense of consumer insight, creative prowess combined with superior execution has resulted in a creative / TVC that is not just innovative but inspiring, category breaking and captures the essence of the brand. With a TVC like this and a partner like Happy we feel fully equipped to bring Energise out to the market.”

     

    On the campaign, Kartik Iyer, CEO, Happy mcgarrybowen said: “It’s been a lot of fun working on this campaign. It’s always a pleasure when a client gives you a free hand to break the codes of a certain category. With Energise, we have done exactly that. I don’t think any brand has looked at mattresses in this way. Innovation lies at the heart of the product. Am quite confident that this campaign will add to the stickiness a superior quality product like Energise will certainly enjoy.”

     

  • It will manage the account from its Bengaluru office

    Isobar India bags mandate for Duroflex

    By A Correspondent

     

    Isobar India has been appointed as the digital partner for Duroflex. Headquartered in Alleppey, Duroflex is India’s leading manufacturer of rubberised coir mattresses.

     

    As part of the mandate, Isobar India will now handle the digital and social media duties for the brand. It will manage the account from its Bengaluru office.

     

    Mathew Joseph

    Speaking on the appointment, Mathew Joseph, Director, Duroflex said: “We are going through an exciting phase now. In this fast growing economy, more and more consumers are getting digitally savvy. Consequently, a lot of content is consumed on the go. It is vital that we also bring our marketing efforts online to address our target audience in this platform. I am certain that partnering with Isobar India will help us create stronger engagements with our consumers.”

     

     

    Shamsuddin Jasani

    Added Shamsuddin Jasani, Managing Director, Isobar India:  “We’ve had a fantastic start to 2017. We are delighted to partner with Duroflex It is an interesting an unexplored category that makes our task both exciting and challenging. Our efforts will focus on revolutionising the purchase process and steering the brand towards becoming an indomitable player in the category since there is huge opportunity to create great brand narratives through digital for Duroflex Mattress.  The team is looking forward to create amazing work with our newest client on board.’’

     

  • Happy mcgarrybowen has been bought on board to manage the integrated communication mandate for Duroflex& fuel the brand's aggressive growth plans

    Happy mcgarrybowen wins creative mandate for Duroflex

    By A Correspondent

     

    Following a multi-agency pitch, Bengaluru based mattress brand Duroflex has appointed Happy mcgarrybowen, now part of Dentsu Aegis Network, as the agency on record to lead the communication mandate.

     

    Duroflex has focussed on offering superior sleep and comfort experience to its consumers by developing innovative products. Today, it has a portfolio of over 30 different products, catering to distinct sleep patterns and comfort requirements of the consumers. Duroflex is also India’s largest exporter of sleep and comfort products.

     

    Mathew Joseph

    Happy mcgarrybowen has been bought on board to manage the integrated communication mandate for Duroflex& fuel the brand’s aggressive growth plans.

     

    On the partnership, Mathew Joseph, Director (Marketing) – Duroflex said, “Over the next few years, we have a range of new and innovative products made for the Indian market that we wish to introduce. It was therefore imperative for us to find a partner who could do justice to the vision we had for these products. We are happy to have found Happy mcgarrybowen, an exciting dynamic partner with who we are confident of achieving what we set out to do.”

     

    Kartik Iyer

    Kartik Iyer, CEO – Happy mcgarrybowen said, “Duroflex is almost like the Amul of mattresses when it comes to its legacy in India. The founders shared with us their plans and vision to absolutely disrupt the category. Nothing excites us more than that. We thank the young team of third generation entrepreneurs for placing their trust in us. We look forward to some exciting new launches in the coming year.”