MAM
Saatchi & Saatchi creates ‘sleep exchange’ campaign for Springwel
Mumbai: Springwel mattresses is launching a new ad campaign that has been conceptualised by Saatchi & Saatchi.
Springwel mattresses wanted to give its potential customers an exchange offer wherein they could exchange their old mattresses for a new one at a discount. The act of buying a mattress has been made into an act of good in the new “sleep exchange” idea.
According to the agency, the idea came from the insight that over eight crore Indians are homeless – half of them children. They sleep anywhere they can – on pavements, under flyovers, on railway platforms, at bus stops and on park benches.
In partnership with Springwel, Saatchi & Saatchi decided to galvanise people to do their bit. The campaign asked consumers to exchange their old mattress for a new Springwel mattress. Besides giving the customer a discount, the brand also tied up with NGOs running shelters for the homeless, and donated the old mattresses to them.
This message was spread via social media, instead of mainstream broadcast media. The agency had created a film showing three street children going back to their regular place to sleep after a hard days’ work. As they reach the place, they find it littered with garbage. They clean the place and lay newspapers, and pieces of cardboard which act as mattresses, just to have a good night’s sleep.
The agency has also been keeping Facebook users informed about on-going activities and uploading actual stories of homeless people and how they reached where they are.
Additionally, on-ground activities have also been initiated. Using part of the pavement on Marine Drive (Mumbai) as a canvas, four artists created a ‘larger-than-life’ chalk illustration of a homeless kid sleeping on the pavement. In the five hours that it took to complete the illustration, thousands saw, photographed and shared the message via social media.
The agency is also planning to have a wall painting project on the same lines in New Delhi. Also on the anvil is a photography contest cum exhibition with the homeless as a theme. This will be open to all, and will be judged by a panel of photo journalists.
Springwel managing director Paramjeet Singh said, “We loved the suggestion of our advertising agency, Saatchi & Saatchi, to donate these old, but serviceable, mattresses to shelters for the homeless, allowing us to repurpose mattress for a larger good.”
Saatchi & Saatchi, Delhi vice president Jaibeer Ahmad said that the idea reflects Saatchi’s philosophy of turning brands into Lovemarks. “Instead of relying on ‘-er’ (better, thicker, softer) product benefits, Springwel will now be looked upon a brand that wants to make a difference to the larger community,” Ahmad said.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
