Ad Campaigns
Sleepwell launches ‘Did You Sleep Well’ campaign
Mumbai: Sleepwell, India’s leading and most trusted mattress brand has adopted a warm-hearted approach in its latest brand campaign to communicate its core philosophy that ‘there is comfort in comforting others.’ The multimedia brand campaign will be launched during the upcoming ICC Cricket World Cup across various platforms such as TV, digital and retail OOH mediums.
This campaign comes at a time when brands, both offline as well as online, are employing similar technical and product-centric language in their interactions with consumers, posing challenges in distinguishing one brand’s communication from another. Sleepwell’s nationwide campaign has disrupted communication by talking about the emotional well-being and comfort of people, going beyond just product promotion Resonating with the need for deeper connections in today’s fast-paced world, Sleepwell emphasizes that showing concern for or inquiring about someone’s sleep is not just a gesture, but an expression of love and care.
Speaking about the campaign, Sheela Foam Ltd CEO Nilesh Mazumdar said “Sleepwell wants to change how consumers look at the sleep category, beyond just products and its inherent technical language. We want to introduce the human element of emotions and empathy in the conversations and are inviting people to show that empathy by asking ‘Did you sleep well?’ The campaign promoting a culture of care for others will further deepen the bond that people have with the brand Sleepwell and be a crucial element in driving the business growth with equal rejuvenation through innovations and retail.”
Conceptualised by Sideways Consulting, this emotional yet earnest bank of films nudges Indians to show care and compassion for their loved ones by asking a simple yet meaningful question, “Did you sleep well?”, along with their morning greetings. What sets it apart is that the message of this campaign cuts across identities and unites us by promoting a culture of care and concern and fostering emotional bonds that comfort us. Sideways founder Abhijit Avasthi said “I am excited about this really big idea. Not only is it disruptive in a category that lacks marketing imagination and relies heavily on celebrities, but it plants the seed of a much-needed texture of softness and empathy in the fabric of our society. And that too by leveraging the brand name!”
With over 30 years of rich professional experience, Altivyst Advisors founder Vivek Sharma has been roped in as a marketing consultant for Sheela Foam where he is helping shape the marketing strategy and organisation. Vivek Sharma added, “In a category that comes in consumer life once in 8-10 years, sowing the seeds of everyday care and concern through the brand Sleepwell is a fantastic way of building continuous engagement and consideration with people.”
Launched in 1994, Sleepwell is the leading brand of mattress and home comfort products that has held its ground amidst growing competition from online and offline brands and carries immense trust among consumers, retailers, and traders alike. It has a nationwide presence with a robust distribution network of exclusive retail outlets, multi-brand outlets and distributors. The brand always stays up to date on consumer behaviour – right from how they live, to how they sleep and is constantly innovating, with its technological capabilities, to keep up with their evolving needs.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
