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Tag: Altivyst Advisors

  • Kurlon unveils new logo and brand campaign ‘Life banegi Hula Hula’

    Kurlon unveils new logo and brand campaign ‘Life banegi Hula Hula’

    Mumbai: Kurlon, India’s iconic mattress brand, is now 60 years young and has a new and refreshed positioning. Today, Kurlon has revealed its new logo and the tagline “Life Banegi Hula Hula.” This rebranding marks a significant evolution for the brand, positioning it to resonate with contemporary consumers and signalling freshness in the current market.

    Kurlon understands that life happens on a mattress beyond just sleep. Recognising that Indians spend countless active hours on their mattresses—reading, talking, eating, and enjoying life’s active moments. This insight drives the new positioning of comfort meets joy in every life moment. This is reflected in the line “Life Banegi Hula Hula” around which the new campaign is built.  

    The multimedia campaign launched earlier this month and is set to gain momentum during the ICC T20 Cricket World Cup. There are two films being launched that bring alive the thought through creative articulations of how a happy back leads to a happy life moments! The campaign will carry on for five weeks across TV, digital & BTL touch points including a total revamp of Kurlon’s retail presence.  

    The new Kurlon logo is a minimal and modern design, retaining the core red and white colours that symbolize trust and heritage. The addition of a dawn-to-dusk gradient is not just a visual element but a symbol of the brand’s commitment to providing comfort from morning to night. The packaging across all variants has been updated to reflect this modern aesthetic, ensuring that the products stand out on shelves and resonate with consumers.

    “Innovation and comfort have always been at the core of Kurlon. Kurlon’s new proposition and identity reflects our continuous evolution to meet the dynamic needs of our consumers. This rebranding milestone is not just a visual transformation, but a fresh take on the category itself, where everyone is talking about sleep,  Kurlon is going beyond it;. With ‘Life Banegi Hula Hula’, we wish to bring joy and comfort into every home. Kurlon pioneered the modern mattress category in India and is now poised to achieve even greater heights ” said SheelaFoam Ltd CEO Nilesh Mazumdar.

    “Kurlon’s new identity and the ‘Life Banegi Hula Hula’ campaign represent a bold step forward in rebranding the iconic brand Kurlon. We understand that the mattresses are more than just a place to sleep—they are where life unfolds, where countless memories are made. This rebranding is not just about a fresh look; it’s about celebrating the joy and comfort that Kurlon brings to every household. With this campaign, we aim to connect deeply with our consumers, ensuring that every moment spent on a Kurlon mattress is a joyful experience; defining comfort for modern India.” said Ogilvy India chief advisor Piyush Pandey.

    With over 30 years of rich professional experience, Vivek Sharma, the founder of Altivyst Advisors, has been engaged as the marketing consultant for Sheela Foam where he is helping shape the marketing strategy and organization for Kurlon.

  • Sleepwell revolutionises sleep tech with Pro Nexa Mattress launch

    Sleepwell revolutionises sleep tech with Pro Nexa Mattress launch

    Mumbai: Sleepwell, India’s leading and most trusted mattress brand is changing the way we sleep with the launch of its latest Pro Nexa Mattress. It’s a quantum leap in sleep technology and a game-changing breakthrough that renders the prevalent memory foam outdated. Pro Nexa Mattress, with its ‘enhanced body recovery’ proprietary technology, the first of its kind in India, offers superior comfort as compared to memory foam.

    The Pro Nexa Mattress is being launched through a nationwide ad campaign featuring the culinary expert and renowned TV personality, Kunal Vijaykar. The campaign showcases the key difference between Sleepwell Pro Nexa mattress and memory foam mattress by using the creative analogy of dough versus bread. Earlier this month, Sleepwell kicked off the ‘Did You Sleepwell’ campaign to nudge people into caring about the comfort of others. Now, it is bolstering the same with this product-centric campaign for the launch of Pro Nexa Mattress.

    Conceptualised by Sideways, the analogy of dough vs. bread, comparing Pro Nexa Mattress with memory foam, is both simple and intuitive enough for everyone to understand and it captures how a body gets stuck in traditional memory foam by depicting it as fingers sinking into dough, highlighting the discomfort and immobility. In contrast, the Sleepwell Pro Nexa’s easy body movement is beautifully depicted using the soft bouncing bread, conveying the unparalleled comfort and freedom of movement it offers.

    Speaking about the campaign, Sheela Foam Pvt Ltd CEO Nilesh Mazumdar said, “Sleepwell has always been at the forefront of foam and sleep technology. With the launch of our latest Pro Nexa mattress, with ‘enhanced body recovery’ technology, we’re not just redefining comfort; we’re delivering on a promise of unparalleled sleep quality. Our relentless pursuit of innovation not only delivers most comfortable sleep but also drives business growth and further solidifies our position as the leader in the sleep industry.”

    Further elaborating, Sideways founder Abhijit Avasthi said, “Pro Nexa technology offers a clear palpable superior experience over age-old memory foam. The challenge was to bring out this difference in an easy, non-technical and relatable manner. Food and sleep are areas that interest everyone and that’s why we thought of this metaphor. We hope it will intrigue viewers enough to try out Pro Nexa mattresses.”

    With over 30 years of rich professional experience, Altivyst Advisors founder Vivek Sharma has been roped in as a marketing consultant for Sheela Foam where he is helping shape the marketing strategy and organisation. Sharma added, “Pro Nexa by Sleepwell introduces people to a kind of sleep they have not experienced before and thus, it creates a new need segment by doing this. Nexa is to mattress what touchscreen or flip technology was to mobile phones.”

    Launched in 1994, Sleepwell is the leading brand of mattress and home comfort products that has held its ground amidst growing competition from online and offline brands and carries immense trust among consumers, retailers, and traders alike. It has a nationwide presence with a robust distribution network of exclusive retail outlets, multi-brand outlets and distributors. The brand always stays up to date on consumer behaviour – right from how they live, to how they sleep and is constantly innovating, with its technological capabilities, to keep up with their evolving needs.

  • Sleepwell launches ‘Did You Sleep Well’ campaign

    Sleepwell launches ‘Did You Sleep Well’ campaign

    Mumbai: Sleepwell, India’s leading and most trusted mattress brand has adopted a warm-hearted approach in its latest brand campaign to communicate its core philosophy that ‘there is comfort in comforting others.’ The multimedia brand campaign will be launched during the upcoming ICC Cricket World Cup across various platforms such as TV, digital and retail OOH mediums.

    This campaign comes at a time when brands, both offline as well as online, are employing similar technical and product-centric language in their interactions with consumers, posing challenges in distinguishing one brand’s communication from another. Sleepwell’s nationwide campaign has disrupted communication by talking about the emotional well-being and comfort of people, going beyond just product promotion Resonating with the need for deeper connections in today’s fast-paced world, Sleepwell emphasizes that showing concern for or inquiring about someone’s sleep is not just a gesture, but an expression of love and care.

    Speaking about the campaign, Sheela Foam Ltd CEO Nilesh Mazumdar said “Sleepwell wants to change how consumers look at the sleep category, beyond just products and its inherent technical language. We want to introduce the human element of emotions and empathy in the conversations and are inviting people to show that empathy by asking ‘Did you sleep well?’ The campaign promoting a culture of care for others will further deepen the bond that people have with the brand Sleepwell and be a crucial element in driving the business growth with equal rejuvenation through innovations and retail.”

    Conceptualised by Sideways Consulting, this emotional yet earnest bank of films nudges Indians to show care and compassion for their loved ones by asking a simple yet meaningful question, “Did you sleep well?”, along with their morning greetings. What sets it apart is that the message of this campaign cuts across identities and unites us by promoting a culture of care and concern and fostering emotional bonds that comfort us. Sideways founder Abhijit Avasthi said “I am excited about this really big idea. Not only is it disruptive in a category that lacks marketing imagination and relies heavily on celebrities, but it plants the seed of a much-needed texture of softness and empathy in the fabric of our society. And that too by leveraging the brand name!”

    With over 30 years of rich professional experience, Altivyst Advisors founder Vivek Sharma has been roped in as a marketing consultant for Sheela Foam where he is helping shape the marketing strategy and organisation. Vivek Sharma added, “In a category that comes in consumer life once in 8-10 years, sowing the seeds of everyday care and concern through the brand Sleepwell is a fantastic way of building continuous engagement and consideration with people.”

    Launched in 1994, Sleepwell is the leading brand of mattress and home comfort products that has held its ground amidst growing competition from online and offline brands and carries immense trust among consumers, retailers, and traders alike. It has a nationwide presence with a robust distribution network of exclusive retail outlets, multi-brand outlets and distributors. The brand always stays up to date on consumer behaviour – right from how they live, to how they sleep and is constantly innovating, with its technological capabilities, to keep up with their evolving needs.