Smart collaborations are crucial in the advertising world. They lead to stronger brand positioning and greater market reach. And Duroflex has hit the nail on the head. Their timing couldn’t be any better.
With all eyes on the Indian contingent that will be competing at the Paris Olympics, the mattress brand rolled out its latest campaign: Sona Chahiye Toh Sona Zaroori Hai (If you want gold, then sleep is necessary), in partnership with the Inspire Institute of Sport (IIS).
In the commercial, Duroflex revealed how over 500 IIS athletes, including 15 Olympians such as Jeswin Aldrin and Praveen Chithravel, have been sleeping on their scientifically designed mattresses to get a restful sleep that fuels and complements their athletic performance.
It claimed that rigorous physical training constitutes 70 per cent of an athlete’s preparation, while the remaining 30 per cent comes from resting and allowing the body to recover. These figures have been stated in the commercial but have no attribution to a study or report. A good night’s sleep, as per the brand, can significantly affect the performance of an athlete.
Hence, Sona Chahiye Toh Sona Zaroori Hai.
The one-minute twelve-second video has clocked over 5.6 million views on Instagram. And, Isobar India, the digital agency from Dentsu Aegis Network and Duroflex’s digital partner since 2017, deserves a fair share of the credit.
In the mattress category, Duroflex is competing against legacy brands such as Sleepwell and Kurl-On. Standing out is a must.
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Hits and misses
Kurl-On’s 2023 campaign For The Love Of Sleep was a snoozefest. They delivered a cliche story in the name of creativity. The typical husband-wife clash over a fake affair in the For The Love of Sleep campaign is just low-effort copywriting. And the 2024 Life hula hula commercial featuring Manoj Pahwa was no better.
The new age brand Wakefit did make some noise on social media after they got Australian cricketer David Warner on board for their recent campaign.
Although Warner’s Pushpa-style avatar got a lot of traction for the brand, the disappointed customers in the comments sharing how their products were “faulty” and of “bad quality” overshadowed the ad itself.
In October 2023, Sleepwell went beyond product promotions and technical language, with its campaign: Did You Sleep Well?
Conceptualised by Sideways Consulting, the ad featured a string of incidents from daily life, which highlighted how asking if someone slept well can be an expression of love and care.
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Changing trends
But Duroflex isn’t far behind when it comes to talking about the emotional well-being of customers.
On Valentine’s Day, earlier this year, the brand urged the ‘online’ generation to celebrate healthy relationships.
It tackled the very common modern challenge of keeping the phone away in its advertisement. The brand extended its commitment from healthy sleep to healthy relationships.
Duroflex has time and again surprised the audience.
If technical advertisements come across as boring, Duroflex’s Self-Assembly campaign will change your perception. The 38-second videos have a step-by-step guide that will show you how to unbox and assemble Duroflex products like a recliner, sofa plus lounger and an upholstered bed.
Looking ahead, it wouldn’t be surprising if Duroflex unveils even more secrets to your best sleep yet.
Brand: Duroflex
Digital Partner: Isobar India
Cast: Olympians Jeswin Aldrin and
Praveen Chitravel
(Edited by Theres Sudeep)