Sleepwell, the mattress brand from Sheela Foam Ltd., ends the year with a new campaign, spreading the message of welcoming a healthy 2021. The campaign encourages customers to give up their old mattresses and bring home a brand new mattress for a healthy start.
Speaking about the initiative, Mr. Sumit Sehgal, Chief Marketing Officer, Sheela Foam Ltd. said, “A priority for all consumers this year has been to make their homes safe. As we leave 2020 behind, it is important to also focus on sleeping better and the best way to do that is by upgrading your mattress to one that offers the best of both worlds- comfort and germ-free protection. Our wide range of mattresses come equipped with the special Neem Fresche technology, which is a win-win for everyone. We are confident that our year-end exchange offer will be well-received by our customers, helping them enjoy both a happy as well as a healthy New Year in 2021.”
Sleepwell has launched a campaign to create awareness about the importance of sound sleep, especially, in today’s scenario.
On the campaign, Sumit Sehgal – CMO, Sheela Foam said: “At Sleepwell, we firmly believe that to ensure good health, one must clock in a minimum of 8 hours of undisturbed sleep. Sleepwell has always pushed innovation with a focus on health and hygiene. In 2018, we introduced our Neem Fresche Technology to prevent allergies and certain diseases while asleep. The attempt now, is to raise awareness about how 8 hours of sound sleep can build up the body’s defenses. Research shows that sleep triggers the body’s natural healing and helps absorb nutrients better. Just some of the reasons why one should be making sure they get their 8 hours of sleep.”
Sheela Foam has appointed Ogilvy for the creative and digital duties of all its brands including the flagship brand Sleepwell. This was the result following a multi-agency pitch. The agency has been tasked with delivering an integrated marketing communications strategy across the business.
Sumit Sehgal
Speaking on the development, Sumit Sehgal – CMO, Sheela Foam: “We are stoked to have Ogilvy as our integrated communication partner. Ogilvy brings on board a high level of strategic thinking and we look forward to co-creating a new narrative in the category. Given Ogilvy’s credentials in creating India’s Most Loved Brands, we are confident of adding another to the list. Look forward to this relationship and the journey ahead.”
Shouvik Roy
Added Shouvik Roy, President & Head of Office, Ogilvy Delhi: “We are looking forward to some great work as an outcome of this new partnership. Our interactions with the Sheela Foam leadership team has been thoroughly enjoyable and we are all very excited about this new partnership.”
Hakuhodo Percept has bagged the complete creative mandate for mattress brand Sleepwell, the flagship brand from the Sheela Foam Group.
In a multi-agency pitch that involved strategy, creative and execution plan presentations including Digital, BTL and ATL, Hakuhodo Percept was a clear winner when compared to Enormous Brands, The Mob, Synapse and Thinking Folks. The incumbent agency was Equus Redcell.
Brand Sleepwell is the number one brand among the top 10 mattress brands in India. As per available data, the size of the Indian mattress market is estimated at Rs 5,000 crore, of which the organized market constitutes Rs 2,500 crore is growing at 12-15 per cent per annum.
In keeping with Sleepwell’s philosophy, Hakuhodo Percept will be building further on the differentiator of “Sleepwell My Mattressâ€, a new concept in the Indian mattress industry that not only enables the customer to choose the right mattress but also differentiates the brand Sleepwell. The task for the agency ahead will be to communicate to the consumer the advantages of a Sleepwell mattress over other products available in the market place and create awareness about the different surface feels to suit individual preferences, be it a hard mattress, a medium hard mattress or a soft mattress, all available at the same price point. Plans are afoot towards a 360-degree communications programme.
Pooja Malhotra
Confirming the win, Pooja Malhotra, Sr. Vice President, Hakuhodo Percept, said, “We are absolutely delighted and raring to get started on the new mandate. It’s an unexplored category that makes our task both exciting & challenging. Our endeavours will focus on revolutionising the purchase process and steering the brand towards becoming an indomitable player in the category.â€
Manoj Sharma, Vice President, Marketing, Sleepwell said, “We found Hakuhodo very much in sync with the vision that we so passionately pursue, for our Brand Sleepwell. Their ability to think out of the ordinary and to present a strong differentiating strategy for the Brand Sleepwell convinced us, on the merits of this new partnership.â€
MPG India, a flagship brand of Havas Media, has been appointed as the media AOR for Sleepwell.
The account, worth upwards of Rs20 Crores, will be handled by MPG Delhi. On MPG’s appointment, Manoj Sharma, Head of Marketing, Sleepwell said: “We are happy to partner with MPG. We found their approach very thorough and insightful. Their strategic thinking is driven by MPG proprietary tools which provide a holistic communication perspective. Most importantly, their extremely passionate and enthusiastic team made us choose them as our media partners.”
Commenting on the win, Anita Nayyar, CEO of MPG South Asia said: “It is a great privilege to be working with Sleepwell. One of the key factors that helped us win this business was our strategic approach to communication using our proprietary tools. It’s a great win for MPG to kick-start the second quarter.”
Sleepwell is a flagship brand of Sheela Group, it is ISO 9001 certified as well.
For the records, Sleepwell was erstwhile with Motivator (Group M).
