Duroflex has launched a campaign for its latest mattress range ‘Energise’, telling consumers to be ‘Ready for Tomorrow’ after a good night’s sleep. The mattress brand has rolled out a 360-degree campaign to announce the launch of Energise, which will be rolled out nationally. Apart from TV, the brand has plans to have a high-decibel campaign spread across outdoor, print and digital.
The Energise range of mattresses has been developed specifically for people who lead an active lifestyle. It comes with a unique active NRG layer, which helps one to get an active sleep at night so that the consumer wakes up energised. To support this claim, the brand has come up with the campaign ‘Ready for Tomorrow’, which has been conceptualised and developed by Bangalore-based Happy mcgarrybowen, the creative agency from the Dentsu Aegis Network.
The film has been produced by Nirvana Films and directed by Prashant Madan.
Mathew Joseph, Director, Marketing, Duroflex, said, “An innovative product like Energise, innately demanded innovative messaging. Happy’s keen sense of consumer insight, creative prowess combined with superior execution has resulted in a creative/ TVC that is not just innovative but inspiring, category breaking and captures the essence of Energise. With a TVC like this and a partner like Happy, we feel fully equipped to bring Energise out to the market.”
The film opens with alarm clocks, people waking up and a few shots of the morning routines of many – playing, baking, working out and many more. The film goes on with a montage of many beautiful shots of people from different walks of life, going about their routines – hectic and tough. The voiceover urges people to give importance to those first few moments of the morning, right after waking up. It hits hard when it says, ‘how your day goes depends on this very moment’. The voiceover finally ends in ‘Be Ready For Tomorrow’.
Kartik Iyer, CEO, Happy mcgarrybowen, said, “It’s been a lot of fun working on this campaign. It’s always a pleasure when a client gives you a free hand to break the codes of a certain category. With Energise, we have done exactly that. I don’t think any brand has looked at mattresses in this way. Innovation lies at the heart of the product. I am quite confident that this campaign will add to the stickiness a superior quality product like Energise will certainly enjoy.”
Chief Executive Officer: Kartik Iyer
Chief Operating Officer: Samarjit Choudhry
Director, Strategic Planning: Aditya Kashyap
Planner: Nakul Bhat
Digital Strategist: Ashwin Dravid
Creative Team: Naren Kaushik (Senior Creative Director), Sandeep KS (Creative Director, Digital), Varun Khullar (Associate Creative Director), Ganesan V (Associate Creative Director, Art)
Client Services Director: Ameya Lokhande
Account Executive: Katherine Thomas
Production House: Nirvana Films
Director: Prashant Madan
Producer: Marjorie Rodrigues