Sleep solutions provider Duroflex has launched its first campaign with its brand ambassador Virat Kohli, for mattress range Energise.
The film opens with the cricketer listing various health tips he has received from people ranging from his coach to his uncle to his grandmother. The tips range from drinking hot water with lemon to brisk walking to desi ghee. Kohli then goes on to share a health tip that he truly believes – eight hours of ‘great’ sleep – because that ensures great health. Kohli highlights the features of the Duroflex Energise mattress like 3-Zone NRG layer and the air groves that aid in regulating sleep cycles, to give eight hours of ‘Great Sleep’.
Mohanraj Jagannivasan, Chief Executive Officer, Duroflex, said, “The new brand campaign with Virat Kohli embodies our core belief. Virat is a benchmark for fitness and an inspiration to many. He perfectly aligns with our ‘Great sleep leads to great health’ philosophy, enabling us to spread this message to a wider audience. We aim to demonstrate the strong connection between a well-rested mind and body and peak performance, with none other than the exceptional performer like Virat.”
The TVC has been conceptualised by Tilt Brand Solutions. Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions, adds, “We wanted to create a crisp video which encapsulates the essence of our messaging; the importance of sleep in one’s life. We have captured how Duroflex is instrumental in delivering these fundamental needs and strengthening their consumers to power through the day with India’s fitness icon – Virat Kohli.”
The brand film has presently been launched in the South markets and will soon be aired in Hindi targeting major national television channels, informed an official statement.
Kohli, said, “When we talk about health and fitness, it’s not just about what you do in the gym and how well you train; it’s always about the lifestyle. The key topic when it comes to lifestyle is sleep. It is important to get a healthy eight hours of sleep for your body to respond to the training and a good diet. I sleep really well and I sleep for long periods so it helps me recover, and it is the most important aspect of physical health as well as mental health.”
Feedback: [email protected]
