SleepX, the new-age Sleep solutions brand from Sheela Foam Ltd., has announced the launch of a brand-new and quirky campaign titled ‘Good sleep is your superpower’. The campaign highlights the impact of a good night’s sleep on one’s productivity and well-being during awake hours.
The creative campaign humorously targets millennials who compromise on their sleeping patterns because of work and social relationships. SleepX narrates the story we often encounter in our daily lives through the campaign. The brand will be rolling out a film and will be hosting various engagements on social media platforms. The campaign has been conceptualized and executed by Sideways Consulting.
The digital film aims to connect with the youth by portraying a boy who visits his girlfriend’s house for the first time and meets her extended family. The film proceeds with the girlfriend introducing him to her large extended family and the girl’s Dadi suddenly asks the boy to recall everyone’s name. This is where a good night’s sleep on the SleepX curve quilted smart mattress helps the boy remember the names. Supporting the film are engagements on social media with memory quizzes, sleep polls, giveaway contents and amplification with micro-influencers.
On the campaign, Sumit Sehgal, Business Head – ECommerce, Sheela Foam Ltd., said, “Sleep is our best energy source – both mental and physical. With the launch of our brand idea – ‘Good Sleep is your superpower’, we aim to build on the importance of good sleep that will help the millennial generation sleep better. Curve is one such innovative product which is designed basis our body contour with curved foam layers for a restful sleep. We will be launching many new bedroom products to enable consumer sleep better and power through the day.”
Speaking about brand positioning through this campaign, Sreekumar Puthan Veetil and Namaah Kumar, Creative Leads, Sideways, said, “Indians are among the most sleep-deprived in the world. And the last 2 years have forced us all to look at our lives a little differently; to focus a bit more on our well-being, both mental and physical. And here, we sensed there was space for a sleep solutions brand like SleepX to engage in a conversation, educate and eventually help us realize the importance of a good night’s sleep.”
Agency Credits: Sideways Consulting
Leadership Team: Abhijit Avasthi & Sonali Sehgal, Co-founders
Creative: Sreekumar Puthan Veetil, Namaah Kumar, Prashant Sinha, Roshan Kokane, Vaibhav Shivhare, Avantika Patil, Saurabh Singh, Utkarsh Pathak
Strategy: Rahul Jain, Desiree D’Souza
Account Management: Kunal Rasania, Tanvi Parkar, Palomi Goradia
