Mumbai: Sleepwell, a mattress brand has created a special ode to moms who lose their sleep in the pursuit of caring for their child & family, but do it all with a smile on their face. The campaign titled #SleepwellMoms narrates the story of the unsung efforts of mothers and ignorance of their sacrifice and resilience.
The campaign idea germinated from the findings of an Indian Sleep Disorders Association study that revealed that Indian mothers get one to two hours less sleep per night compared to their non-parent counterparts. This staggering statistic sheds light on the reality of sleep deprivation in our society and its impact on maternal well-being. It also takes a toll on their cognitive abilities where another research from the All India Institute of Medical Sciences found that sleep-deprived mothers experience a 20 per cent decrease in cognitive function.
Sleepwell took to its social media platforms to spread awareness about these concerning statistics with thought-provoking creatives and questions to not just spread awareness but also question gender biases. Commenting on the campaign, Sheela Foam Pvt Ltd CEO Nilesh Mazumdar said “With #SleeplessMoms, we really urge everyone to take an empathetic look at the sleep deficit of mothers around us. With this campaign we aim to start conversations in families around the importance of sound sleep for everyone. Sleepwell aims to go beyond being the top mattress brand in India & help promote empathy for our near & dear ones.”
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 It’s a quantum leap in sleep technology and a game-changing breakthrough that renders the prevalent memory foam outdated.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.
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.
Mumbai: Sheela Foam Ltd’s consumer-facing brand Sleepwell has announced the appointment of the independent agency RepIndia as its mainline agency for brand communication for all brands and categories under the Sleepwell brand umbrella.
With its new approach of digital-first consumer communication, Sleepwell has entrusted RepIndia with its creative and digital portfolios driving its consumer marketing initiatives in online and offline channels, said the brand in a statement. “As part of its responsibilities, the agency will partner with the brand’s growth through innovative and disruptive marketing and communication strategies,” it added.
“The Sheela Foam Group on its journey to becoming a multinational & Sleepwell with its pan India presence has embarked on a journey to redefine the consumer journey of discovery, trial, buying and post-purchase services in an experiential manner led by a digital transformation,” said Sleepwell’s head of marketing Vishal Sharma. “We found RepIndia to be exactly the right fit and a partner with the right mindset that will help us translate our strategy and vision into this new reality for our consumers. We, in particular, love the team’s young energy and fresh original approach to our business and this partnership shall certainly propel both companies to create a winning formula for the consumers.”
“Sleepwell is undoubtedly one of the biggest brand success stories of our time. It is, therefore, an honour to now be associated with them and help unfold & partner the next level of consumer experience journey that they have embarked upon,” stated RepIndia AVP for strategy and business Nikhil Kashyap. “The team is super excited for this big win, and we are looking forward to connecting with the audience on a deeper level through a blend of clutter-breaking strategy and creativity.”
NEW DELHI: Sleepwell is ending 2020 on a positive note with its new campaign. It is spreading the message of welcoming 2021 by encouraging customers to give up their old mattresses and bring home a brand new mattress for a healthy start.
Sleepwell is also offering a flat 30 per cent off on the MRP with the exchange of any old mattress. Consumers also get free premium pillows with this special offer.
Sheela Foam Ltd CMO Sumit Sehgal said, “A priority for all consumers this year has been to make their homes safe. As we leave 2020 behind, it is important to also focus on sleeping better and the best way to do that is by upgrading your mattress to one that offers the best of both worlds- comfort and germ-free protection. Our wide range of mattresses come equipped with the special Neem Fresche technology, which is a win-win for everyone. We are confident that our year-end exchange offer will be well-received by our customers, helping them enjoy both a happy as well as a healthy New Year in 2021.”
The offer can be availed at any Sleepwell store up to 31 December 2020.
MUMBAI: A comfortable, hygienic and sound sleep has never been more important than it is today. Mattress brand, Sleepwell, has rolled out a category-leading consumer experience with Sleepwell@Home. The stay-at-home shopping experience by Sleepwell allows consumers to purchase or upgrade a mattress without stepping out of their safe zone in an efficient and safe way. As a part of the initiative, Sleepwell has released a digital film that takes you through the seamless and safe buying experience.
Designed with consumer-centricity of safety and convenience, the initiative offers access to a wide range of Neem Fresche technology enabled mattresses, expert advice on choosing the right mattress with accurate sizing, extended warranty with mattress protector and an array of offers and discounts. Inspired by nature and science to offer health and hygiene, all Sleepwell mattresses are treated with unique Neem Fresche Technology that keeps them fresh and safe by preventing the breeding of dust mites, bacteria, fungi and it also eliminates bad odour. Therefore, to keep consumers you away from bacteria, Sleepwell@Home brings you sanitised and hygienic mattresses at your doorstep.
Caring for the safety of its consumers, Sleepwell has implemented a set of detailed standard operating procedures (SOPs) for visiting a consumer’s home during assistance, delivery and installation, devised in line with the government guidelines.
• Sleep Experts comprising of dealers and retail champions have been trained meticulously to ensure strict safety and hygiene measures for the wellbeing of customers and themselves
• Seamless omni-channel retail presence with Sleepwell retail outlets converted to safe zones: Sterilised environment, ensuring limited interaction, paperless digital transactions and contactless delivery
• Factory-to-home safety: Hygiene and safety are being maintained across the entire supple chain of factory-to-home, right from raw materials to production and supplies till retail or directly to consumers.
Commenting on the initiative, Rahul Gautam, Managing Director, Sheela Foam Ltd said, “The health of our consumer has always been a priority for the company. In these times, we wanted to ensure our complete support to consumers by enabling access to a hygienic mattress in the most hygienic way. Right from the manufacturing process to the well-being of our staff and customers, we are taking all the precautionary measures to ensure everyone’s safety. We encourage our customers to avail convenience and safety of doorstep services with Sleepwell@Home.”
MUMBAI: One of India’s leading mattress brands, Sleepwell organised a “Run for Health” 3 km marathon for its employees on 1 January 2019. The Marathon was organised at Sleepwell corporate office in Noida, and also at all other work locations/factories, across the country.
As revealed by the company in a press statement, the objective of this Marathon was to inspire one and all to adopt a healthy lifestyle and to actively involve every stakeholder in regular health and fitness activities.
Sleepwell managing director Rahul Gautam said, “Health is not only wealth but wealth of all wealths”. It is a state of complete physical, emotional & social well-being. Let us begin by changing our mindset from sick-care to healthcare by establishing good health as a priority.”
“Sleepwell firmly believes that when people are in good health, they develop and nurture a healthy environment around. This healthy environment with healthy employees makes an organisation and an individual's success come true,” read the statement.
