Mumbai: Kurlon, one of India’s pioneering mattress brands, has appointed Tonic Worldwide as its digital marketing agency following a multi-agency pitch process.
The mandate will see Tonic Worldwide spearhead Kurlon’s digital marketing efforts, with a focus on strengthening the brand’s online narrative and deepening engagement with today’s digitally connected, wellbeing-conscious consumers.
Founded in 1962, Kurlon has built a legacy spanning more than six decades and is trusted by over 10 million customers across India. The brand, which pioneered rubberised coir mattresses in the country, has since expanded its portfolio to include latex, foam, spring, orthopedic, and other sleep solutions.
As consumer awareness around sleep health and wellbeing continues to rise, Kurlon is looking to reinforce its relevance among modern audiences while leveraging its longstanding brand equity.
Commenting on the partnership, Puneet Gulati, Chief Marketing Officer, Sheela Foam Limited (Kurlon), said, “India is witnessing a strong transformation in the sleep mattress category, supported by rising incomes, urbanisation, and real estate expansion. On the consumer side, premium spending is growing due to increasing wellbeing consciousness and sleep health becoming a mainstream conversation. We are determined to translate Kurlon’s widespread equity and brand love into a fresh vocabulary for the digital-first consumer, creating the kind of relevance and excitement that meaningfully accelerates the brand’s growth.”
Tonic Worldwide will work on developing strategic digital initiatives aimed at connecting the brand with new-age consumers while driving measurable business outcomes across the customer journey.
Sharing her thoughts on the win, Unmisha Bhatt, Co-Founder and Chief Strategy Officer, Tonic Worldwide, said, “Kurlon is an iconic brand with tremendous equity, backed by product excellence and a legacy of innovation. As the modern consumer becomes increasingly sleep-conscious and takes an active role in product consideration, our role is to translate that legacy into modern relevance. Powered by data-driven insights from our marketing intelligence platform, we will craft robust digital strategies that connect Kurlon with new-age buyers and drive measurable impact across the end-to-end growth funnel.”
The account will be serviced from Tonic Worldwide’s Delhi office.
Through its association with Tonic Worldwide, Kurlon aims to strengthen its digital presence and accelerate growth by building stronger connections with a new generation of consumers.
