Duroflex’s beautiful campaign takes you back to your childhood!
This beautiful campaign from Duroflex takes us back to when sleeping was so peacefully accompanied by lullabies, and each one had a different yet equally beautiful version from our daadis and naanis.
Duroflex is a mattress brand with a pioneering vision to help India sleep better transformed into a reality with the inception of Duroflex which today is the leading sleep solutions company in the country.
Duroflex curated India’s lullabies across multiple regional languages, and released them via Sony Music on World Sleep Day that is 19th March 2021. Associating with the popular theatre actress and philanthropist Kalki Koechlin and Choosing to partner with soothing & empowering voices of Women like Monali thakur, Sanah Moidutty, Shilpa Rao, Chinmayi Sripada and so many more with Languages like Punjabi, Bengali, Tamil, Malayalam and however more are about to join this. There is a warm fuzzy feeling associated with the campaign that brings back the memories of laying in your mother’s lap and listening to those melodies, back when this was our idea of a peaceful sleep. These lullabies are truly hidden gems that have been passed down from generations and match with another gem in 2021, a nice, peaceful sleep.
In the war of brands that bank on sleep, and among the binge setters like Netflix and Prime, the comfort of sleep is fading. There are mattress brands like Wakefit choosing the ‘Sleeping Intern’ Marketing route, this campaign is a great clutter breaking attempt at getting people focusing back on the Peace of sleep.
More than simply framing their product as good-for-sleep, the brand is moving into the territory of the things that induce a good sleep. Among the many things that do induce good sleep, parents universally have relied on lullabies to soothe their young ones. In terms of matching the campaign theme to their product, and users’ connect, this is a great match!