~Launches a unique Sleep test through an AR Filter on Instagram ~
Duroflex, the trusted mattress companion has posed an important message this Women’s Day to push women to prioritize their own health. India’s leading sleep solutions brand, has made this pioneering move to redefine societal norms and uplift women’s health.
#SleepFirstHealthFirst is a heartfelt campaign by Duroflex for Women’s Day and World Sleep Day to shed light on the silent struggles faced by women in prioritizing their well-being, particularly in the realm of sleep. The film depicts the everyday dilemmas encountered by women to put themselves first, or simply, “Sleep First”. Women are often subject to judgement if they decide to sleep early and even feel pressured to consider an earlier bedtime than their family. This leads to them sacrificing on their much need rest.
In the film by Duroflex, we see a woman arriving home after what appears to be a particularly long, hard day at work. As she prepares to retire for the night, she grapples with the inner conflict of whether she should prioritize herself and sleep before the other members of the family. With a range of conflicting thoughts, she finds herself unable to rest and fall asleep despite being tired.
Watch the film here: https://www.instagram.com/p/C4M-bZdqTuy/
In order to drive consumers to understand their sleep quality, Duroflex has also launched an AR Filter on Instagram: a Sleep Test designed to provide users with a sleep score, enabling women to gain a better understanding of their level of sleep deprivation. Renowned Indian television actress, Rupali Ganguly, will inaugurate the initiative by participating in the sleep test.
Sleep Test by Duroflex: https://www.instagram.com/ar/938304391628806
Commenting on the digital campaign, Sridhar Balakrishnan, CEO, Duroflex said, “At Duroflex, we believe it’s time for change. We want to acknowledge the silent struggles faced by women and initiate a conversation about breaking down those barriers. This Women’s Day and with the upcoming World Sleep Day, our goal is to encourage a simple yet powerful shift – advocating for the prioritization of women’s sleep. We want to eliminate the prevailing sense of guilt associated with women choosing to rest before others in their households. Join us in creating meaningful conversations as we empower women to prioritize their well-deserved rest for a healthier tomorrow.”
Talking about the initiative, Prasad Venkataraman, Executive Vice President – Creative, Tilt Brand Solutions said, “While Duroflex has been associated with long-term health, and with Women’s Day and World Sleep Day occurring next to each other, we wanted to challenge an old axiom that – Women should prioritize everyone and everything before their sleep. But this occurs due to societal and familial pressures, so much so that a woman feels guilty to sleep first.
We wanted to highlight that due to lack of sleep, it often leads to anxiety, high stress levels, hormonal changes and many sleeping disorders in 2 out of every 3 women. And this can only change if a woman puts her own health first and we change our mindset and encourage women to #SleepFirst.”
The initiative underscores the critical role sleep plays in overall health and well-being, particularly for women who often juggle multiple responsibilities and expectations. By amplifying the message of self-care, Duroflex endeavours to pave the way for a much more supportive society that gives women’s health the due priority it deserves.
Watch the video to their digital film below:
YouTube Link – https://www.youtube.com/watch?v=fFqDh5ftGDQ
Instagram Link- https://www.instagram.com/p/C4M-bZdqTuy/?hl=en
