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.
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 Indiaâ€
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.â€
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.â€
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.â€
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.â€
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.’’
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.â€
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.â€
