The ‘Asli Neend’ campaign of Duroflex highlights the importance of real sleep scaling the brand’s signature doctor-recommended Duropedic range.
With an aim to educate consumers about the importance of making well-researched choices when it comes to sleep essentials, Duroflex has launched their new campaign featuring national brand ambassador Alia Bhatt and White Tiger fame Adarsh Gourav. The latest campaign highlights the importance of ‘Asli Neend’, scaling the brand’s signature Duropedic range. Set against the backdrop of a suburban home, the campaign features the actors discussing how real sleep can be truly different and refreshing from disturbed sleep, which is often caused by mattress-related troubles.
The film encapsulates the moment when Alia finds her friend Adarsh sleeping uncomfortably on his mattress. She then goes on to explain how every memory foam mattress is not Orthopedic. Their chemistry and conversation are then weaved into the brand’s USP.
In the second TVC, Alia advises viewers how seemingly lucrative deals can cost them a good night’s sleep. 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.
Before the TVC went on air, the brand created a buzz on social media with teaser posts that kept the viewers guessing.
Speaking about the new campaign, 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.”