Kurlon awards digital marketing mandate to Tonic Worldwide

MUMBAI: It seems Kurlon is not sleeping on its digital ambitions. The mattress giant has appointed Tonic Worldwide as its digital marketing partner following a multi-agency pitch, signalling a renewed push to connect with India’s increasingly digital-first and wellbeing-focused consumers.

The mandate will see Tonic Worldwide take charge of strengthening the digital narrative of Kurlon, one of India’s oldest and most recognisable mattress brands. The agency will work on building stronger engagement with modern consumers while preserving the legacy that has helped Kurlon become a household name over the past six decades.

Founded in 1962, Kurlon has earned the trust of more than 10 million customers and has evolved significantly over the years. What began with pioneering rubberised coir mattresses has expanded into a broad portfolio that includes latex, foam, spring, orthopaedic and other sleep solutions. The brand now aims to translate that heritage into a more contemporary digital story.

Speaking about the partnership, Sheela Foam Limited CMO Puneet Gulati said, “India is witnessing a strong transformation in the sleep mattress category, supported by rising incomes, urbanisation, and real estate expansion. On the consumer side, premium spending is growing due to increasing wellbeing consciousness and sleep health becoming a mainstream conversation. We are determined to translate Kurlon’s widespread equity and brand love into a fresh vocabulary for the digital-first consumer, creating the kind of relevance and excitement that meaningfully accelerates the brand’s growth.”

The appointment comes as India’s mattress market undergoes a significant shift. Growing awareness around sleep health, coupled with rising disposable incomes, is encouraging consumers to view mattresses as wellness investments rather than simple household purchases. Brands are increasingly competing not only on product quality but also on storytelling, education and digital engagement.

Echoing that opportunity, Tonic Worldwide co-founder and chief strategy officer Unmisha Bhatt said, “Kurlon is an iconic brand with tremendous equity, backed by product excellence and a legacy of innovation. As the modern consumer becomes increasingly sleep-conscious and takes an active role in product consideration, our role is to translate that legacy into modern relevance. Powered by data-driven insights from our marketing intelligence platform, we will craft robust digital strategies that connect Kurlon with new-age buyers and drive measurable impact across the end-to-end growth funnel.”

The account will be managed from Tonic Worldwide’s Delhi office, which will oversee strategy and execution for the brand’s digital initiatives.

For Kurlon, the partnership marks another step in modernising a legacy brand for a new generation of consumers. For Tonic Worldwide, it is an opportunity to help one of India’s best-known mattress makers wake up fresh possibilities in the digital era.