‘Asli neend’ is only with Duroflex, says Alia Bhatt in new campaign
The two-film campaign will be aired on all major national television channels and also promoted across digital channels
Duroflex on Thursday launched a new campaign for its signature range of mattresses, Duropedic, with brand ambassador Alia Bhatt. The campaign features two TVCs, which aim 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.
Speaking about the new campaign with exchange4media, Smita Murarka, Chief Marketing Officer, Duroflex said, “Duroflex wants to really be a thought leader in sleep and our mission is to help India sleep better. And in that we definitely want more awareness on you know buying the foundation of good sleep, which is a great mattress and we want to bring light to how consumers should really be able to choose a trusted brand and a trusted product. And therefore this year, we have made a two part series which is which is on taking on brands and claims that is there in the market on various products.”
The first TVC encapsulates the moment where Alia finds her friend Adarsh Gaurav, from the White Tiger fame sleeping uncomfortably on his mattress. The conversation between the two further reveals that Adarsh bought the mattress thinking that because it’s memory foam, it is good for his back. To this Alia lightheartedly chides him saying “Har Memory Foam Orthopedic nahi hota, aur har neend neend nahin hoti”, explaining that specific problems require specialized solutions like Duroflex’s signature doctor recommended orthopedic range of mattresses with advanced 5 zone support layer.
The second TVC is a shorter narrative of 15 seconds where Alia advises the users to not get lured by seemingly attractive offers like free trial period, lest they might end up getting dark circles like her friends. And then goes on to saying that a real beauty sleep is only with the trusted Duropedic range, and there is Nothing like Duroflex that matches up.
When asked about turnover and expansion, Murarka says “So I can give you a turnover, we are looking at about 2000 crores by 2025. We are looking to go IPO in the next three, four years. So that's something that we're looking as to build a brand and the cockpit. And also making sure that, you know, we are seamless in our approach. The brand is also an omni brand, and we're looking at transforming it digitally, internally as well as externally with all tech support, so that the consumer has a seamless experience.”
The TVC has been conceptualized by Tilt Brand Solutions and executed by Studio Q. The TVC will be aired on all major national television channels and also promoted across digital channels.
