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Mudra Bangalore’s Duroflex TVC wins award
BANGALORE: A mattress which invokes “romance” and also wins awards for the ad agency which came up with the creative idea.
Mudra Communications, Bangalore, has won a finalist certificate in the household appliances/furnishings category at the recently concluded New York Film Festival (Ad films). The agency had developed the television commercial (TVC) titled “Photo Session” for Duroflex Mattresses, according to an official release.
The Duroflex TVC built on the positioning of Duroflex being a mattress that brings out the romantic in the user.
A couple seemingly reluctant to display affection in public lose their inhibitions once a Duroflex mattress is introduced in the script of the TVC. The preceding visual shows a couple getting a photograph taken at a studio. Despite all of the photographer’s cajoling to get them to strike that perfect pose, the couple is unable to get comfortable in public.
According to Mudra Bangalore creative director Manoj Choudhury: “It is important to recognize that romance must be treated in a sensitive, customer friendly and balanced manner. Adequate care was taken to ensure that execution of the idea would never border on vulgarity, keeping the sensitivities of the target audience in mind. When the Duroflex mattress is introduced, and the brand proposition comes into play.”
Mudra Bangalore VP S. Radhakrishnan says that the feedback from the client in terms of market reaction has been good. He also added that virtually all mattress brands operate in the territory of ‘Better Sleep’, ‘Comfort’, Back Support’ – all of which are hygiene to the category.
“Clearly romance as a thought itself is unique and has cracked the blind spot as far as the consumer is concerned,” says Radhakrishnan.
Mudra Bangalore apart from Duroflex handles brands like Peter England, TTK Prestige, Epson, Paragon, Nutrine, Cycle Agarbathis, Derby Special, Scottish Crown, Shotz, Same, Deutz-Sahr and Monsterindia among others.
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Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
