Godrej Interio Mattresses, the healthcare range of mattresses, launched a new campaign on World Sleep Day (March 15) under the aegis of its health awareness initiative ‘Sleep@10’. The new commercial said over 84% children and teenagers in India are sleep-deprived.
The study is based on the insights sourced from the sleep-o-meter on www.sleepat10.com, a platform that was introduced by Godrej Interio mattresses in 2016. To date, over 3.5 lakh Indians have taken the sleep test. The video that has been released to mark World Sleep Day is focused towards parents owing to the rising threat of sleep deprivation among children as recorded by the sleep-o-meter.
The TVC is conceptualised by Creativeland Asia and communicates the story of a child who is an all-rounder owing to the 10 hours of sleep that he gets daily. The video starts with two mothers complaining about the amount of stress that children go through these days owing to exams and their inability to understand certain subjects. However, the neighbour does compliment her friend on having a child who’s an all rounder. The mother beams with pride and asks the child to show aunty how he manages to ace everything. The child surprisingly quickly jumps into his bed and goes to sleep. The mother states that he is successful owing to the 10 hours of sleep that he gets everyday. It ends with statistics on rising sleep deprivation among children in India and the long-term effects it can have on our future generation.
Anil Mathur, COO, Godrej Interio, said, “Sleep@10 is a concept that actually emerged from the product development stage of our healthcare range. As we delved deeper, we realised the concern was much larger than just selecting the right mattress. Over 91% of Indians are sleep-deprived. Further insight gathered from our sleep-o-meter taken by over 3 lakh Indians says our children too are sleep deprived. This demands for a more serious discussion as it threatens the future of our nation.”
Commenting on the TVC, Anu Joseph, Chief Creative Officer, Creativeland Asia, said, “Parents often are clueless about how big a role proper sleep for 10 hours plays in the development of a child. The idea was to get them to take pride in their kids’ sleeping habits, as much as in any other achievement. The film was the simplest expression of the idea.”
Client: Godrej Interio Mattresses
COO, Godrej Interio: Anil Mathur
Creative Agency: Creativeland Asia
Chief Creative Officer, Creativeland Asia: Anu Joseph