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Tag: sleep

  • Mattress firm Wakefit throws down the gauntlet to Netflix in battle for India’s shut-eye

    Mattress firm Wakefit throws down the gauntlet to Netflix in battle for India’s shut-eye

    MUMBAI:  In a ballsy marketing campaign that’s got the attention of the advertising world, Indian mattress maker Wakefit has taken a full-page broadside at streaming behemoth Netflix, cheekily positioning the US giant as its direct competitor in the battle for Indians’ bedtime hours.

    The eye-catching advert, splashed across mainline newspapers nationwide, references Netflix co-founder Reed Hastings’ infamous 2017 quip that “sleep” was their biggest competitor—a joke that’s turned into a bloody nightmare for millions of Indians, according to Wakefit.

    “In India, the joke came true,” proclaims the advert with undisguised glee. “According to Wakefit’s Great Indian Sleep Scorecard 2025, 51 per cent Indians blame binge-watching for late nights, and one in three of us have insomnia. Happy now, Mr Co-founder?”

    wakefitThe cheeky campaign, timed to coincide with World Sleep Day which was on 14 March, sees Wakefit positioning itself as the plucky David to streaming’s Goliath, declaring “sleep a.k.a. Wakefit is competing back” with what the company has dubbed “sleep-tech vs screen-tech” and “now sleeping vs now streaming.”

    Wakefit co-founder Chaitanya Ramalingegowda didn’t stop at print. The savvy entrepreneur took to social media with a video of himself reading the advert, further amplifying the message that’s struck a chord with knackered Indians nationwide.

    “May ‘du-dumm’ become the sound of India crashing on a Wakefit mattress,” the advert proclaims in a cheeky reference to Netflix’s iconic sound logo. “The road is long. It may take several seasons to beat the competition. But this show is never getting cancelled.”

    Not content with mere verbal sparring, Wakefit is backing its fighting talk with action, offering punters up to 55 per cent off all mattresses until 16 March—a commercial sweetener that’s got cash-conscious consumers sitting up in their beds.

    The campaign dovetails perfectly with this year’s World Sleep Day theme: “Make Sleep Health a Priority.” The annual awareness day, organised by the World Sleep Society, aims to elevate conversations around sleep health globally at a time when digital distractions are at an all-time high.

    Industry analysts are calling Wakefit’s campaign a masterstroke in challenger brand marketing. By positioning streaming giants as the villain in India’s sleep crisis narrative, the mattress maker has effectively elevated itself from flogging bedroom furniture to championing a public health cause.

    With Netflix raking in billions globally while Indians increasingly struggle to catch their forty winks, Wakefit’s provocative question—”Happy now, Mr Co-founder?”—might just be keeping a few streaming executives up at night for a change.

  • “Consumer education is essential to our approach:” Magniflex’s Anand Nichani

    “Consumer education is essential to our approach:” Magniflex’s Anand Nichani

    Mumbai: As burnout and sleep issues become more prevalent, people are increasingly recognising the importance of quality sleep for their well-being. In response to this growing awareness, the quest for both comfort and affordability in sleep solutions has intensified.

    Magniflex, Europe’s leading luxury mattress brand with 63 years of Italian craftsmanship, is addressing this need in India’s price-sensitive market through its Magniflex Investment Plan (MIP). This initiative offers an EMI option, making high-quality mattresses accessible without financial strain. By combining luxury with affordability, the MIP campaign caters to evolving consumer priorities and enhances access to premium sleep solutions.

    Indiantelevision.com’s Arth Chakraborty caught up with Magniflex India’s managing director Anand Nichani to discuss the evolving consumer trends in sleep health post-pandemic, the inspiration behind the Magniflex Investment Plan (MIP), and how the campaign addresses the challenge of balancing luxury with affordability.

    Edited Excerpts:

    On the trends that are emerging among consumers regarding sleep and the need for high-quality mattresses, and the influence of pandemic on these trends

    Post-COVID, we have observed that people have started prioritising their health over money; they are willing to go the extra mile and spend on products that make a positive difference to their well-being.

    The Indian market is becoming very educated—by educated, I mean that today, due to access to information, people are aware of their choices. Moreover, with the increase in disposable income, people are inclined to spend on well-researched products.

    Our sales grew post-COVID because of the technologically advanced products we offered and the certifications our products came with.

    On the inspiration behind introducing the Magniflex Investment Plan (MIP) in India

    Since its launch in 2010, Magniflex has been favored by a niche group of customers. However, post-COVID, we noticed a significant shift in customer behaviour. People became more aware of the critical role sleep plays in their overall health and wellness.

    As interest in our mattresses grew, many customers began asking about EMI options. This inspired us to launch the Magniflex Investment Plan (MIP), an easy EMI option that allows customers to invest in high-quality mattresses.

    To make this possible, we partnered with Bajaj EMI and ShopSe, offering no-cost EMI options at all our franchise and dealer stores. ShopSe also enables customers to opt for EMI options directly on our website. This shift in consumer priorities post-COVID has led to an increased demand for affordable luxury, and our EMI options provide an accessible way for customers to enjoy the comfort and benefits of our premium mattresses while spreading the cost over time.

    On the MIP campaign addressing the challenge of balancing luxury with affordability

    The EMI option allows customers to spread the cost of a luxury mattress over several months rather than paying the full price upfront. This makes the purchase more manageable for those who aspire to own a premium product but might be deterred by the initial cost.

    By offering a luxury product on EMI, the campaign emphasizes the value of the mattress while reducing the immediate financial burden. Customers perceive that they are getting a high-quality product at an affordable monthly rate, which enhances the brand’s appeal.

    The EMI campaign democratises luxury by making it accessible to a wider demographic. It allows people from various economic backgrounds to experience the comfort and benefits of a premium mattress, reinforcing the brand’s commitment to offering luxury for all.

    On the role that strategic product placements and media interactions play in the success of the MIP campaign

    They help the brand reach a wider section of the target audience and help them understand why an investment in their health is crucial. This approach targets potential customers who might not have been actively searching for a mattress but could be persuaded by seeing the product in a relatable context.

    Media interactions, such as features in respected publications or interviews on well-known platforms, lend credibility to the MIP campaign. When consumers see trusted sources discussing or endorsing the product, they are more likely to consider the MIP offer a reliable and beneficial option.

    Strategic product placements can create an emotional connection with the audience by showcasing the product in settings that resonate with their lifestyle or aspirations. This connection can be a powerful motivator in driving purchase decisions, especially when EMI options make the product more accessible.

    On the role that consumer education plays in Magniflex’s strategy for promoting the long-term health benefits of high-quality sleep solutions

    Consumer education is essential to our approach. Often, customers visiting our stores aren’t aware of the underlying causes of their health issues. Our sleep experts take the time to understand their sleep patterns and frequently discover that inadequate sleep is a major contributor. This prompts an examination of the mattress they’re using.

    Our trained staff then identify the specific issues the customer is facing and recommend the most suitable mattress accordingly. In India, we’ve achieved a 99 per cent customer satisfaction rate, and we’re proud to note that our mattresses are rarely returned due to dissatisfaction.

  • “The average sleep duration of Indians varies between five to six hours and 47 minutes:” Magniflex’s Anand Nichani

    “The average sleep duration of Indians varies between five to six hours and 47 minutes:” Magniflex’s Anand Nichani

    Mumbai: Most working individuals understand the importance of quality sleep, which is crucial for overall health and well-being. However, sleep deprivation has become a widespread concern, particularly amidst the pandemic. Studies reveal that a significant proportion of Indian adults face difficulties initiating sleep or maintaining it. These issues, compounded by erratic lifestyles, can lead to various health problems.

    In this context, choosing the right mattress is imperative. With a legacy spanning 63 years, Magniflex, Europe’s premier luxury mattress brand renowned for its Italian craftsmanship and cutting-edge technology, strives to provide its customers uninterrupted and healthy sleep.

    Indiantelevision.com caught up with Magniflex India’s managing director Anand Nichani to know more about the mattress industry, common sleep challenges faced by Indians, mattress certifications and much more…

    Edited Excerpts:

    On an overview of the mattress market

    The mattress category in India is valued at 12,000-13,000 crore; with the organised segment holding a 40 per cent share (5,000 crores). India’s overall mattress market has grown at a CAGR of over 11 per cent in the last five years, with increase in awareness and high consumer earning capability The organized industry has grown at a CAGR of 17 per cent during the same period. The mattress market in India is expected to grow at a CAGR of five per cent by 2027.

    The low-segment (<8K) constitutes 25 per cent of the market, the mid-segment (8K-30K) constitutes 50 per cent of the market, the premium segment (30K-99K) constitutes 24 per cent of the market share, and the luxury segment (> one lakh) constitutes one per cent (50 crore) of the market share. The market for luxury mattresses is projected to expand at a CAGR of 25 per cent

    Magniflex holds a 42 per cent market share in the organized and luxury segments. Overall, Magniflex is experiencing 40 per cent growth, and the annual revenue stands at 21 crore.

    On Magniflex India addressing common sleep challenges faced by Indians, and the innovations that Magniflex has made to meet India’s diverse sleep needs

    Numerous surveys have shown that Indians are not very good sleepers. The average sleep duration of Indians varies between five to six hours and 47 minutes. But, post the pandemic, we have seen people prioritise their sleep for their overall health and wellness. Today, because of the awareness, people are asking for specific mattresses to address their sleep problems, which was not the case earlier. People today are more aware of the different solutions the mattress industry provides and are willing to spend extra for an uncompromised sleep experience.

    People today come to us looking very specifically for orthopedic mattresses, excellent mattresses, and adjustable electric beds.

    On Magniflex setting itself apart from other mattress brands, and could you give us an insight into the patented technologies and certifications Magniflex holds

    Studying the trends and keeping up with what consumers require is crucial for us, and that is why Magniflex has been in the market for 63 years today; the brand is available in more than 100 countries, and 50 million people sleep on our mattresses.

    We launched Magnicool last year when we received enquiries for cooling mattresses. With the temperatures soaring in summer, our consumers were looking for a mattress that provided some respite from the heat and helped them sleep through the scorching summers. Magnicool, thanks to its special Japanese fabric, has a temperature-regulating feature; that wicks away moisture and maintains a perfect microclimate for a cool and refreshing sleep.

    Similarly, when we have enquiries about back pains and spine-related problems, we introduced our patented product, Magnistretch. This product has undergone years of research and development. We worked with the doctors at the University of Zaragoza to develop this patented product that provides relief and support to your back and decompresses your spine in India. Magnistretch is the only valid- Orthopaedic Mattress certified by the American Chiropractors’ Association (ACA).

    Our patented memoform sets us apart from ordinary foam mattresses in the country. Patented memoform responds to body weight, not body heat, thus maintaining a constant level of comfort through the night and in all seasons. It is designed in such a way that it provides contoured support to all the critical pressure points of the body. This allows for uninterrupted sleep throughout the day and helps prevent aches and pains.

    On Magniflex ensuring affordability for a wider audience, and the ways in which your EMI option makes premium mattresses accessible to the working-class population

    Magniflex has partnered with Bajaj EMI and ShopSe to enable customers to opt for no-cost EMIs at all our franchisee and dealer stores. ShopSe enables customers to opt for EMI options on our website. Post COVID, we noticed a drastic shift in how Indians started prioritising their sleep leading to an increase in enquiries about EMI options. With the EMI options, our customers can spread the cost over a period of time; EMI offers an affordable way to indulge in the world of luxury mattresses like ours.

    What do mattress certifications mean for consumers and can you outline the benefits of Magniflex’s product portfolio

    India, today, is a very well-informed and educated country. Our target consumers do a lot of research before investing in our products. Certifications matter to the customers who are well-informed and have a lot of travel experience. Magniflex’s every claim is backed by certifications.  

    Certificates like – OEKO-TEX and GOTS (Global Organic Textiles Standard) – are a testament to our commitment to practicing eco-friendly, organic and sustainable practices in our production facilities and one that reflects in the end products.

    American Chiropractic Association (ACA) and our Magnistretch patent certify the benefits of the Magnistretch mattress, which is designed to stretches and relaxes your back.

    IMCI, or the Made in Italy certification, guarantees that all design, production, and raw material supply processes took place in Italy.

    On Magniflex’s future goals, including sustainable development

    Magniflex has always placed its responsibility towards the environment as its top ethic. Our entire production is designed to support sustainability. Magniflex has adhered to the sustainable development goals of the United Nations, which aims at achieving 17 objectives by 2030. These 17 objectives are essential to ensure a better and more sustainable future for all inhabitants of planet Earth.

    Our production facility uses solar photovoltaic panels, thereby reducing our CO2 emissions. Our invention of a patented vacuum packaging system allows the handling of 13 mattresses instead of only three, translating into fewer trucks and ships in circulation. Our constant ecological commitment is also recognised in certifications like OEKO-TEX and GOTS – which certify the absence of toxic substances and the usage of 100 per cent organic fabrics in our products. 

  • Springing to success: Transform your public image with the power of quality sleep

    Springing to success: Transform your public image with the power of quality sleep

    Mumbai: Pillows and mattresses can play a crucial role in enhancing one’s public image. It might sound surprising, but let us delve into how these essentials impact not only your confidence and vitality, but also how others perceive you. Your choice of bedding, such as luxurious silk or satin pillowcases and a supportive mattress that cradles your body, sends subtle cues about your self-care and attention to detail. People who consistently prioritized quality sleep were perceived as 25 per cent more competent, trustworthy, and attractive than those who didn’t. Imagine arriving at meetings with vibrant eyes and radiant skin, a byproduct of restful sleep on a supportive mattress. Investing in bedroom essentials is an investment in projecting a confident and successful image, paving the way for ‘Springing into Success’.

    Sleepy symmetry: Even weight bliss on springy surfaces!
    A cheerful disposition and a smiling face significantly contribute to a positive social image, rooted in the simple discipline of quality sleep. A spring mattress plays a crucial role in ensuring good sleep. Crafted with Bonnell springs from high carbon steel, it ensures optimal support, even weight distribution, and zero sagging, promoting enhanced cognitive function. The ergonomic design optimizes body alignment, supporting the spine and facilitating restorative rest, leading to improved cognitive senses and a positive social image. A well-supported sleep surface not only fosters overall well-being but also enhances blood circulation, enabling the brain to rest and leaving both the mind and body rejuvenated throughout the day.

    Posture power nap: Your success makeover!

    Embarking on the journey to success involves more than just professional prowess; it entails crafting a compelling public image. The power of quality Sleep underscores the symbiotic relationship between restful sleep, body posture, and a positive social image. A spring mattress, boasting a carbon steel innerspring core, provides unparalleled support at joints and pressure points. It actively corrects posture, fostering a confident and poised demeanor. The mattress’s no-disturbance feature ensures an uninterrupted sleep, aligning with the path to success through enhanced well-being.

    In the pursuit of success, your mattress emerges as a silent architect of a confident public image. Picture acing meetings with a refreshed demeanor, bright eyes, and radiant skin – the dividends of restful sleep on a supportive mattress. The mattress, in its essence, encapsulates the journey towards success by prioritizing restful sleep and promoting a well-supported, self-assured public image. So, consider your mattress not just as a surface for sleep but a partner in your quest for success.

    The author of this article is Peps Industries Pvt Ltd MD K Madhavan.

  • Excelling in exams commences with quality sleep: The significance of bedding accessories

    Excelling in exams commences with quality sleep: The significance of bedding accessories

    Mumbai: Pulling all-nighters and experiencing restlessness due to exam stress is a common challenge students face. The pressure to excel in exams often leads to sacrificing sleep for studying extensively. However, doing this can have adverse effects on academic performance and the overall well-being. The decision to study all night might seem productive in the short-term, but it can impair cognitive functions in the long run. Lack of sleep affects memory retention, focus, and problem-solving abilities, affecting performance during exams.  The stress-induced cycle of restlessness creates a loop wherein anxiety makes it challenging to relax and fall asleep, leading to sleep deprivation. This, in turn, amplifies stress and diminishes the ability to concentrate effectively during study sessions and exams.

    To address these issues, it is crucial to prioritise a healthy sleep routine. Establishing a consistent sleep schedule, even during exam periods, is extremely essential. Managing stress through mindfulness, relaxation exercises, or engaging in activities that promote calmness can help mitigate anxiety levels and facilitate better sleep. Effective time management strategies, such as breaking study sessions into manageable segments and taking regular breaks, can prevent the need for last-minute rush and all-nighters. A comfortable mattress and appropriate bedding accessories contribute significantly to creating an environment conducive to relaxation and better sleep quality.

    Cushions to the rescue
    As the exam season begins, the allure of studying in bed, nestled amidst the comfort of blankets and pillows, can be undeniable. However, this seemingly cozy position can inadvertently lead to physical discomfort, aggravating mental tension during exams. Instead of succumbing to the temptation of studying hunched over a laptop or grappling with a book without proper back support, consider transforming the bed into an ergonomic study haven with the aid of strategically positioned cushions. Studying in bed can pose several musculoskeletal challenges, including compromised posture due to the soft and yielding nature of beds, uneven surfaces that make it difficult to maintain a stable and balanced position while studying, and a lack of support that can lead to spinal misalignment, muscle fatigue, and pain.

    A firm and comfortable cushion behind the lower back can help maintain a natural curve in the spine, preventing slouching and promoting proper alignment. Elevating the chest and shoulders with cushions can reduce the forward head posture that often occurs while studying in bed, minimising strain on the neck and shoulders. Strategically position additional cushions to support the elbows and forearms, preventing them from dangling or resting on uneven surfaces. By using cushions while studying in bed, one can effectively combat physical discomfort, enhance focus, and approach exams with renewed confidence.

    Let the exam stress slip away in no time with spring mattresses

    Achieving success in exams heavily depends on quality sleep, underscoring the significance of choosing the right mattress. A spring mattress offers a compelling solution by naturally aligning the body, facilitating easier sleep onset without the need for distractions like books or phones. These mattresses, equipped with high-tempered springs and superior edge support, ensure comfort while accommodating extra weight, fostering rejuvenating sleep. Additionally, their breathable surfaces create a comfortable, temperature-regulated sleep environment. By recognising the role of a quality mattress in promoting restful sleep, one can proactively enhance sleep quality, contributing significantly to improved academic performance.

    Get the best neck alignment while studying and a good night’s sleep with foam pillows

    The way we position our neck during sleep is of great importance, especially concerning its impact on maintaining an uninterrupted flow of oxygen to the brain and ensuring proper blood circulation throughout the body. This aspect is crucial for students. Improper neck alignment during sleep can lead to decreased oxygen supply to the brain, resulting in morning discomfort and irritability that can significantly hamper a student’s focus and mental well-being throughout the day.

    The choice of pillows, too, greatly influences the physical alignment of the neck, making foam pillows an essential consideration. These pillows are thoughtfully designed to offer optimal support to the neck and spine, crucial for maintaining a restful and revitalising sleep experience. Understanding the pivotal role of proper neck posture in ensuring sound sleep quality, foam pillows actively contribute to enhancing the overall sleep cycle’s quality. By easing discomfort and strain, they play a pivotal role in promoting good mental health and ensuring a well-regulated sleep routine, significantly beneficial for students aiming to excel in their academic endeavors.

    Conclusion

    A student’s life is full of constant changes and challenges, both physically and mentally. They need to prioritise adequate rest to optimise cognitive abilities, especially during stressful exams, and hence, it’s crucial to create a supportive sleeping environment that enhances overall body posture. Bedding accessories like cushions offer comfort during study sessions, while spring mattresses contribute to better sleep quality and posture alignment. By acknowledging the importance of these accessories and fostering a conducive sleep environment, students can enhance their well-being, and concentration, and ultimately excel in their exams.

    The article has been authored by Peps Industries Pvt Ltd managing director K Madhavan.

  • When Ikea got creative about sleep

    When Ikea got creative about sleep

    Ikea, a global furniture and home furnishing brand, is promoting its sleep range products with clever print and outdoor campaign and positions itself as sleep expert.

    Designed and conceptualised by Mother London, the ads focuses on the central theme of sleep and turn an energy drink, anti-ageing cream and vitamin pills into cool ads for the IKEA sleep range.

    First ad showcases a bedsheet flowing out from an open energy drink can. The messed up sheet signifies liquid drink in the can which carries the message that ‘Sleep boosts our energy’. Second ad showcases, an eye cream jar with a quilt folded into it. The jar carries the message that ‘sleep is the most natural anti-ageing remedy.’ And the third ad showcases a medicine bottle from which pillows are flowing out and it carries the message that ‘Sleep naturally supplements focus and energy.’

    These ads are part of a larger campaign ‘Tomorrow Starts Tonight’ that challenges sleep neglect by celebrating the truth that the more you sleep, the more you get out of life.

    Read more news on Ikea

    The new print campaign includes a trio of ads and was shot by photographer Amy Currell using large-scale models designed by Andy Knight.

    A few weeks ago Ikea also launched a campaign where it reshared the tale of a tortoise and hare to talk about what we can achieve if we get a good night sleep.

    Ikea is an iconic brand that is known for its products and its advertisng worldwide.