Duroflex has launched its first campaign with national brand ambassador Virat Kohli, featuring their Energise Mattress range. The campaign aims at promoting quality sleep and explores the benefits of making healthy choices to ensure longevity in health.
The TVC has been conceptualised by Tilt Brand Solutions. The brand film has presently been launched in the Southern states. It will soon be aired in Hindi targeting all major national television channels.
Kohli’s new Duroflex TVC commences with him listing various health tips he has received from various people. Tips like drinking hot water with lemon suggested by his diet coach, to brisk walking by his uncle to desi ghee by his grandmom. It concludes with him sharing the one health tip he truly believes in and stands by – 8 hours of great sleep. Great Sleep ensures Great Health. As part of its communication, Kohli highlights the features of the Duroflex Energise mattress. The 3-Zone NRG layer and the air groves of the mattress range aid in regulating sleep cycles, designed to give you 8 hours of Great Sleep.
Kohli said," When we talk about health and fitness, the most important thing about which the conversations are yet to happen is, it’s not just about what you do in the gym and how well you train; It's always about the lifestyle. The critical 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, “The new brand campaign with Virat Kohli embodies our core belief. Virat is a benchmark for fitness and an inspiration to many. He perfectly aligns with our 'Great sleep leads to great health' philosophy, enabling us to spread this message to a wider audience We aim to demonstrate the strong connection between a well-rested mind and body and peak performance, with none other than the exceptional performer like Virat.”
Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions, added, “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.”