Virat Kohli advocates for quality sleep for healthy life in Duroflex's latest campaign

Duroflex unveiled its latest ad film featuring the national brand ambassador, Virat Kohli.

Set on the theme of #GreatSleepGreatHealth, the campaign advocates the power of quality sleep in fostering an active lifestyle at any stage of life.

The campaign has been conceptualised by Tilt Brand Solutions.

Kohli's latest Duroflex TVC has banked on stop-motion filmmaking. As the camera pans across the mattress, Kohli's resonant voiceover encourages viewers to maintain an active lifestyle throughout the years – whether it involves trekking in the Himalayas or triumphing over neighbourhood kids in a game of badminton.

The underlying message is clear: sound sleep is essential for good health and an active lifestyle. The stop-motion TVC transitions between various backgrounds that mirror a trekking expedition, a lively playground, and a joyous wedding scene. With each transition, Kohli assumes fresh poses, asleep on the Duroflex mattress, depicting the joy of great sleep and good health.

Speaking about the campaign, Kohli said, "When we talk about health and fitness, the most important thing about which the conversations are yet happen is, it’s not just about what you do in gym and how well you train; It's always about the lifestyle. The key topic when it comes to lifestyle is sleep. It is important to get a healthy eight hours of sleep for your body to respond to the training and a good diet. I sleep really well and I sleep for long periods so it helps me recover, and it is the most important aspect of physical health as well as mental health.”

Mohanraj Jagannivasan, Chief Executive Officer, Duroflex, said, “Our latest campaign sees imaginative storytelling take center stage, presenting our brand ambassador and cricketer, Virat Kohli, in a new avatar. With his unmatched charisma and charm, Virat elevates the captivating TVC and takes it notches higher. The core objective of this campaign goes beyond mere entertainment; it is a celebration of the joys derived from leading an active lifestyle, all made possible through the foundation of restful sleep. We take immense pride in showcasing this creative TVC that seamlessly blends the art of good sleep with the pleasures of an energetic life”.

Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions, said, “We wanted to create a crisp video which encapsulates the essence of our messaging; the importance of sleep in one’s life. We have captured how Duroflex is instrumental in delivering these fundamental needs and strengthening their consumers to power through the day with India’s fitness icon - Virat Kohli.”

The TVC:

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