Mumbai: Sleepfresh has launched a bold new Out-Of-Home (OOH) campaign to mark its official entry into the seating solutions category. The campaign coincides with the debut of Raunak Homes, the brand’s new home label offering sofas, recliners, and sofa-cum-beds — a strategic expansion built on its legacy in comfort and quality.
Targeting high-traffic public zones across Kolkata as a starting point, the campaign will soon extend to Mumbai, Odisha, and key cities in the North East, signaling Sleepfresh’s ambition to become a full-spectrum home comfort brand.
“This OOH advertising campaign is more than just visibility; it’s about building trust and credibility. When people see our brand in public spaces, it tells them we are serious, we are invested. For us, OOH is a key strategy to signal commitment, not just to our existing customers, but to new ones as well,” says Raunak Agarwal, Executive Director of Raunak Coirs Limited, the parent company of Sleepfresh Mattress. “We are excited to reach our customers where they live, work, and commute, with a message that says we are a part of their daily lives and evolving needs.”
With over 27 years of expertise in polyurethane foam and rubberised coir, Sleepfresh’s move into finished seating products is both natural and strategic. The products will be manufactured entirely at the brand’s new facility in Howrah, West Bengal, which has a monthly capacity of 1,200 units — all under a 0% outsourcing model.
“We have always envisioned reaching the end consumer directly with quality-driven, finished products. With this new vertical, we move closer to that vision — ensuring the same values of durability, affordability, and quality that have defined us in sleep, now extend to seating as well,” says Raunak Agarwal. “Our OOH campaign is a direct message to our customers that we are present where it matters most — in their everyday spaces. This is just the beginning, and we are excited for what’s to come.”
The Raunak Homes portfolio will cater to both residential and commercial segments, with designs focused on ergonomic function, sustainability, and long-term comfort. Materials such as bamboo and jute-based textiles underscore the brand’s commitment to responsible manufacturing — all while ensuring affordability for India’s growing middle class.
National Award-winning actress Vidya Balan, who continues to lead the brand’s mattress innovation campaigns, also plays a key role in this new phase.
“I’ve always believed that comfort is not a luxury — it’s a necessity,” said Vidya Balan. “What I admire about Sleepfresh is their honesty — they don’t chase gimmicks. They test, refine, and only launch when they’re absolutely sure the product will stand the test of time.”
Sleepfresh’s seating expansion builds on its strong retail ecosystem of over 2,000+ retailers and 35+ exclusive outlets. Raunak Homes will focus on collaborating with dedicated partners in the furniture and home solutions space, driving a phased rollout across India.
“This expansion is not just about business. It’s about deepening our connection with customers and becoming part of more spaces in their lives — from bedrooms to living rooms,” added Agarwal.
Over the next 1–2 years, Sleepfresh will scale Raunak Homes through a combination of innovative product design, in-house manufacturing, and regional market optimisation — all while staying true to its promise of quality, durability, and customer trust.
