Duroflex, the sleep solutions brand, launched a new campaign with Alia Bhatt scaling its signature portfolio Duropedic.
The campaign featuring two TVCs conceptualised byTilt Brand Solutions that aims to educate customers that when it comes to good sleep, one should only believe the benefits of sleep essentials that are backed by research and approved by experts. The first TVC educates the consumers that mattress buying is not a one-size-fits-all activity whereas the second one warns them against getting lured by seemingly attractive deals and making the wrong choice.
Speaking on the new campaign, Alia Bhatt said, “Sleep is very close to my heart. It is my superpower, which I’d like to share with my audience. However, few realise the importance of the right mattress for a good night’s sleep. Moreover, confusing technical claims and deals offered by brands lead people into buying mattresses that don’t fit their needs. The new Duroflex TVC will help educate the consumer about this.”
Speaking about the new campaign, Smita Murarka, Chief Marketing Officer, Duroflex said, “Our mission of helping India sleep better, starts with making well researched products and in sharing knowledge about how sleep impacts health and wellbeing. This has resulted to more and more consumers turning to branded mattresses. However, mattress buying can be a complex exercise as the key aspects that define a purchase are not well understood by consumers and the heap o fgeneric or false claims in the market only confuses them further. We do believe that with honest conversations we will be able to educate consumers about making well researched choices which suit their individual needs. With this campaign, our aim is to connect with our consumers that all they need for AsliNeend is Duroflex.”
The TVC has been conceptualized by Tilt Brand Solutions and executed by Studio Q. Adarsh Atal, Executive Director, Tilt Brand Solutions adds “One doesn’t get an opportunity or find the need to buy too many mattresses over their lifetime. Which is why, it’s even more imperative in this category to have an argument that’s unique and persuasive. With ‘AsliNeend’ we separated ourselves from the noise in the category around quality of sleep and the endless list of claims. We changed the argument to whether sleeping on any other mattress can even be called ‘sleep’itself. “
The TVC will be aired on all major national television channels and also promoted across digital channels.
