MAM
Water creates Orthogel Mattresses launch campaign
MUMBAI: The new campaign of Orthogel Mattresses created by Water Brand Consulting aims to redefine comfortable sleep. It showcases Orthogel, the new range of mattresses by Foam Home made with advanced gel technology developed by Bayer, Germany.
The campaign draws attention towards Orthogel’s focus on comfort and ergonomics to create a tridimensional support system in their mattresses that perfectly distributes body weight, eliminates pressure points, creates a zero bounce effect and maintains perfect alignment to make one feel weightless.
The creative team has hinged their communication proposition on the `weightless’ concept. A series of print campaigns have been designed for the first phase which will be extended in diverse media including new media.
Water Brand Consulting founder and director Vandana Sethi said, “It needs soft comfort to ease a hard day’s night and this could be best expressed through the concept of ‘weightlessness’. Besides, going forward, this central thought would not be disturbed as we explore deeper insights into sleep solutions creatively.”
Foam Home CEO Sabina Bhanpurwala said, “The creative solution offered by the team at Water was sound and the premise was clear. The communication was completely in sync with our idea and visually convincing.”
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
