Honeywell, one of the leading brands in the indoor air purification space, has announced a public awareness campaign to educate people about the importance and benefits of a ‘healthy sleep’ with its brand ambassador Kareena Kapoor Khan.
Conceptualised by The Womb, the ‘healthy sleep’ campaign draws attention to the fact that even while sleeping, we inhale polluted air full of germs, dust and PM2.5 particles, which is why sound sleep alone is not always a healthy one. Various industry reports link air pollution to poor sleep. The aim of the campaign is to increase public awareness and to educate people about the relatively unknown hazards of indoor air pollution.
Honeywell’s latest TVC is part of the larger integrated marketing campaign featuring Kareena Kapoor Khan as she underlines the merits of a ‘healthy sleep’. The 40-second TVC highlights that a healthy sleep is more important than a good night’s sleep for an active, more productive and a healthier lifestyle.
Navin Talreja, Co-Founder, The Womb, said, “Air purifiers are a small category as Indian consumers fail to find relevance and believe that pollution only exists outside homes and not indoors. Our challenge was to find a relevant benefit that not only builds penetration but also continued usage. Everyone desires good sleep. We chose to create dissonance with this concept by posing a simple question — Is it healthy sleep?”
Talking about her association with the company, Kareena Kapoor Khan said, “I am happy to be associated with Honeywell once again for its strong technology expertise. Health and fitness is of top priority for me and my family. My latest campaign with Honeywell talks about how sleeping soundly just ensures that we do not wake up feeling lethargic and irritable but is still not enough for a healthy mind and body. Even while sleeping we inhale polluted air. I am happy I’m helping address an important issue with this campaign.”
It is alarming that out of the top 10 most-polluted cities in the world, nine are in India. The air quality in these Indian cities has reached alarming levels owing to vehicular pollution, rapid urbanisation and construction, industrial and domestic emissions. Pollutants like cooking smoke, cigarette smoke, cleaning agents, dust in upholstery, pet dander when coupled with outdoor air pollution make the indoor air even more unhealthy.
Brand Ambassador: Kareena Kapoor Khan
Creative Agency: The Womb
Co-Founder: Navin Talreja