Hakuhodo Percept bags Sleepwell

Hakuhodo Percept wins the complete creative mandate for the Sleepwell brand in a multi-agency pitch that involved strategy, creative and execution plan presentations including Digital, BTL and ATL

BestMediaInfo Bureau | Mumbai | October 15, 2015

Hakuhodo Percept has bagged the complete creative mandate for the well-known mattress brand Sleepwell, the flagship brand from the Sheela Foam Group. The incumbent agency is Equus.

In a multi-agency pitch that involved strategy, creative and execution plan presentations including digital, BTL and ATL, Hakuhodo Percept was the winner over Enormous Brands, The Mob, Synapse and Thinking Folks.

Brand Sleepwell is the number one brand among the top 10 mattress brands in India. As per available data, the size of the Indian mattress market is estimated at Rs 5,000 crore (of which the organized market constitutes Rs 2,500 crore), and is growing at 12-15% per annum.

In keeping with Brand Sleepwell's philosophy, Hakuhodo Percept will be building further on the differentiator of “Sleepwell My Mattress”, a new concept in the Indian mattress industry that not only enables the customer to choose the right mattress but also differentiates the Sleepwell brand. This new offering will change the way mattresses are purchased. The task for the agency ahead will be to communicate to the consumer the advantages of a Sleepwell mattress over other products available in the marketplace and create awareness about the different surface feels to suit individual preferences, be it a hard mattress, a medium hard mattress or a soft mattress, all available at the same price point. Plans are afoot towards a 360-degree communications programme.

Pooja Malhotra

Confirming the win, Pooja Malhotra, Sr. VP, Hakuhodo Percept, said, “We are absolutely delighted and raring to get started on the new mandate. It's an unexplored category that makes our task both exciting and challenging. Our endeavour will be to focus on revolutionising the purchase process and steering the brand towards becoming an indomitable player in the category.”

Manoj Sharma, VP – Marketing, Sleepwell, said, “We found Hakuhodo very much in sync with the vision that we so passionately pursue for our Brand Sleepwell. Their ability to think out of the ordinary and to present a strong differentiating strategy for the Brand Sleepwell convinced us, on the merits of this new partnership.”

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