By Chehneet Kaur
Days after announcing Alia Bhatt as the very first Brand Ambassador, Duroflex launched its first campaign featuring its National Brand Ambassador. The “Nothing Like Duroflex” campaign uses Sleep Evangelist Bhatt to highlight the importance of investing in a research-backed mattress for healthy sleep.
The campaign was designed by Creativeland Asia. The TVC opens with the arrival of Alia at her friend’s house. Noticing her groggy and sleep-deprived friend, she immediately landed in her bedroom to check her mattress. She calls out to him about his poor choice of mattress and blames him for his fatigue.
Smita Murarka, Marketing Director, Duroflex, told ETBrandEquity.com last month: “Duroflex has always been a thought leader in the sleep solutions category and is on a mission to help India sleep better. We wanted to collaborate with an authentic voice that resonates with the new age consumer. Alia Bhatt is the quintessential youth icon who has carved out a niche for herself by being fearless herself. She advocates that sleep is an essential part of a healthy lifestyle. Through it, we want to reach the whole country on our common commitment to sleep evangelism. “Our whole point is that we want the millennial audience to really understand the importance of sleep and how very essential products like mattresses are. . We really wanted to choose a more neutral personality, one that appeals to both and really makes sure that everyone in India can truly understand the importance of sleep, ”added Murarka during a discussion with the ETBrandEquity.com team announcing Bhatt like the mark. ambassador in July.
“Our campaign aims to awaken the Indian consumer to take their sleep seriously, by making active and thoughtful choices on products that transform health like mattresses. The campaign was designed to communicate a family setting and is representative of a real conversation between two friends. Cutting-edge technology and research-backed products set us apart. With Alia, we aim to spread this main message across the country that there is “nothing like Duroflex” and everything else is a compromise. Being a sleep evangelist herself, Alia brought our campaign to life in a frank and effortless way. We are sure this will resonate with the modern consumer, ”Murarka said at the campaign launch.