Duroflex, India’s leading sleep solutions company, is spreading holiday cheer while also encouraging people to make a huge shift. The brand’s most recent Diwali campaign, which features national brand ambassador Alia Bhatt, focuses on the message Change your sleep, change your life.
For many Indians, the festive season, particularly Diwali, is Positive. It is defined by joyful festivals, spending time with loved ones, and indulging in large purchases that signal major lifestyle changes. Home improvements, durables upgrades, and automobile purchases have all been commonplace throughout the years. This Diwali, Duroflex and Alia Bhatt are encouraging Indians to make a meaningful lifestyle shift by updating their sleep basics, which can help them get a better night’s sleep and live a healthier life.
This vital message is brought to life in the brand’s Diwali campaign, in which Alia Bhatt will be seen on TV for the first time with her real-life best friend, Akansha Ranjan Kapoor. Alia endearingly encourages Akansha, who is contemplating a major life change this Diwali, to replace her old mattress with a doctor-recommended Duroflex mattress.
Alia underlines the features that set Duroflex mattresses apart from the competition. Duroflex’s trademark line of mattresses has a 50-year track record of reliability, 5-zoned full-body support, and is National Health Academy doctor-recommended. Akansha sleeps blissfully on a Duroflex mattress at the end of the film, and Alia brings the theme of ‘Nothing Like Duroflex’ to life.
“Festivals in India are auspicious moments for embracing changes that add value to one’s life,” Smita Murarka, Chief Marketing Officer, Duroflex, said of the campaign. Upgrading house furnishings, décor, and lifestyle items have been a Diwali tradition over the years. This year, our slogan “Change Your Sleep, Change Your Life” is inspiring people to make the biggest change of all. Our advertisement has Alia Bhatt educating her best friend Akansha, who is looking for a significant change, to update her mattress and bring home a Duroflex mattress that was advised by a doctor. We passionately think that healthy sleep on a research-backed mattress can greatly improve one’s life as a sleep solution brand with over 5 decades of experience. Over the years, we have been at the forefront of this transition with our revolutionary sleep product and communication.”
The campaign was created by Creativeland Asia, and the videos were made by Abhishek Varman, a well-known Bollywood director. The brand used a multi-channel strategy to launch the campaign across the country.
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