~The campaign takes a unique approach by empowering children to safeguard their mother’s sleep~
Duroflex, one of India’s leading sleep solutions provider, has launched a heartfelt campaign for Mother’s Day aimed at addressing the issues that the late-night work culture imposes on their mothers. Most mothers find themselves working beyond official work hours, which gets in the way of their time to unwind and relax after a long, tiring day.
Kaam ko kaho #9KeBaadNo is a campaign by Duroflex that sheds light on the plight of working moms, who often find it challenging to disconnect from work, even after leaving the office. Late-night work calls and emails disrupt their much-needed rest, impacting their health and overall well-being. With the simple mantra of “No More Work after 9 pm”, Duroflex seeks to creatively advocate uninterrupted sleep for our hard-working mothers. The brand uses an interesting role reversal where they empower children to safeguard their mom’s precious sleep.
The film shows a typical sight of a mother finishing up last-minute work, ready to log off for the day. As she shuts her laptop and retires for the night, the phone buzzes with her boss calling. Looking at her mother peacefully resting, the 10-year-old kid takes it upon herself to ensure her mother’s peaceful sleep is undisturbed. She picks up the call, adjusts her voice, and mimics the call-progress tone to share an innocent yet affirmative message that conveys firmly how one less work call can help her mom get a sound and unbroken sleep.
Commenting on the digital campaign, Sridhar Balakrishnan, Group CEO, Duroflex, said, “India is said to be the second most sleep-deprived country in the world, and at Duroflex we strive to bring a shift in this. Mothers work tirelessly outside and in the house and are always the ones who sleep the least. This Mother’s Day, we want to spark a dialogue that encourages mothers and everyone around them to prioritize self-care and quality sleep post official work hours.”
By amplifying the message of self-care for mothers, Duroflex not only aims to improve the sleeping patterns of working mothers but also to pave the way for a much more supportive society that gives women’s health the due priority it deserves.
Watch Duroflex’s #9KeBaadNo digital film below:
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