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Alia Bhatt advocates for buying expert-approved mattresses in Duroflex’s latest ad films

The TVCs have been conceptualised by Tilt Brand Solutions and executed by Studio Q

Duroflex has launched a new campaign with its national brand ambassador Alia Bhatt scaling its signature portfolio Duropedic – recommended by the doctors at National Health Academy. 

The campaign featuring two TVCs aims to educate customers that when it comes to good sleep, one should only believe the benefits of sleep essentials that are backed by research and approved by experts. 

The TVCs have been conceptualised by Tilt Brand Solutions and executed by Studio Q.

The first TVC educates the consumers that mattress buying is not a one-size-fits-all activity whereas the second one warns them against getting lured by seemingly attractive deals and making the wrong choice. 

As a country, we have learnt to focus more on health and personal wellbeing over the past two years. Today, the consumer is more willing than ever before to spend on products that facilitate a healthy lifestyle. One such product category is sleeping solutions. With more and more brands entering this space, the purchase process has become much more complicated for buyers. Amidst claims of superior materials and misinterpreting material benefits, consumers often end up buying a mattress which does not address their specific needs resulting in disrupted sleep and ensuing health issues. Duroflex aims to educate consumers regarding this very issue through their new campaign.

The first TVC encapsulates the moment where Alia finds her friend Adarsh Gaurav, from the White Tiger fame sleeping uncomfortably on his mattress. The conversation between the two further reveals that Adarsh bought the mattress thinking that because it’s memory foam, it is good for his back. To this Alia lightheartedly chides him saying “Har Memory Foam Orthopedic nahi hota, aur har neend neend nahin hoti”, explaining that specific problems require specialised solutions like Duroflex’s signature doctor-recommended orthopaedic range of mattresses with advanced 5 zone support layer.

The TVC:

The second TVC is a shorter narrative of 15 seconds where Alia advises the users to not get lured by seemingly attractive offers like a free trial period, lest they might end up getting dark circles like her friends. And then goes on to say that real beauty sleep is only with the trusted Duropedic range, and there is Nothing like Duroflex that matches up. 

The TVC:

Alia Bhatt said, “Sleep is very close to my heart. It is my superpower, which I’d like to share with my audience. However, few realise the importance of the right mattress for a good night’s sleep. Moreover, confusing technical claims and deals offered by brands lead people into buying mattresses that don’t fit their needs. The new Duroflex TVC will help educate the consumer about this.”

Smita Murarka, Chief Marketing Officer, Duroflex, said, “Our mission of helping India sleep better, starts with making well-researched products and in sharing knowledge about how sleep impacts health and wellbeing. This has resulted in more and more consumers turning to branded mattresses. However, mattress buying can be a complex exercise as the key aspects that define a purchase are not well understood by consumers and the heap of generic or false claims in the market only confuses them further. We do believe that with honest conversations we will be able to educate consumers about making well-researched choices which suit their individual needs. With this campaign, our aim is to connect with our consumers that all they need for Asli Neend is Duroflex.”

Adarsh Atal, Executive Director, Tilt Brand Solutions, added, “One doesn't get an opportunity or find the need to buy too many mattresses over their lifetime. This is why it's even more imperative in this category to have an argument that's unique and persuasive. With 'Asli Neend' we separated ourselves from the noise in the category around the quality of sleep and the endless list of claims. We changed the argument to whether sleeping on any other mattress can even be called 'sleep’ itself. “

The tagline ‘Nothing like Duroflex’ reinforces the message that Duroflex is a one-of-a-kind sleep solutions provider with technology and offerings exclusive to the brand.

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