Event Agencies
Symphonies Life ditches plain sleep pitch, rebrands bedtime as a lifestyle with Volume
MUMBAI: Sleep is no longer just something you fall into. It’s now something you buy into. Symphonies Life has unveiled a fresh brand identity that signals a shift from product to philosophy—from mattress to mindful ritual. And leading the rebranding charge is creative agency Volume.
Announced on 23 June 2025, the overhaul is built on the narrative of ‘engineering better sleep for a more conscious lifestyle’. From wave-like visual metaphors to motion-inspired branding that breathes rhythm and calm, the identity leans into the science and soul of sleep.
Volume created a modern, minimalistic visual language that reflects stillness and serenity, anchoring the brand in experiences rather than just specifications. Across POS displays, social content, packaging, influencer kits, and experience zones, Symphonies Life now speaks in a consistent tone of calm.
“We wanted to go beyond just being another mattress in the market. With Volume, we were able to build a brand that speaks to a more conscious, wellness-focused consumer”, said Symphonies Life CEO Shivans Agarwaal. “Sleep is personal, emotional, and essential, and our new identity finally does justice to that philosophy”.
“Symphonies Life is no longer just a product you buy, it’s a ritual you invest in. Our role was to balance commercial intent with emotional resonance. Every element, from brand voice to visual rhythm, was crafted to elevate sleep into the lifestyle space”, added Volume brand director Rishabh Srivastava.
The D2C strategy ties together intuitive packaging with immersive storytelling, reinforcing the brand’s push to carve out space in the wellness economy. With a design-led, emotionally charged refresh, Symphonies Life is positioning itself as a serious player in the premium sleep market.
Event Agencies
Elephants on parade: Kyoorius Creative Awards 2025 honour 166 Blue, 514 Baby, three Purple winners
MUMBAI: The only thing louder than the applause was the creativity. The 2025 Kyoorius Creative Awards, presented by Zee, lit up the Jio World Convention Centre in Mumbai with an evening that celebrated the sheer power of ideas. Over 1,500 professionals from India’s marketing and communications industry witnessed a no-politics, all-passion showcase of creative firepower.
While the elusive Black Elephant remained just that—elusive—seven campaigns earned the revered Baby Black Elephant. The shortlist, dubbed the ‘Black Elephant Nominees’, featured standout work from Grey Bangladesh, DDB Mudra Group, Mccann Worldgroup, Studio Eeksaurus, Talented, Famous Innovations and Loudmouth Film.
The top individual honour of the night went to none other than Piyush Pandey, who received the Master of Creativity award. The legendary adman was recognised for reshaping India’s advertising ethos with his distinct ability to blend culture, humour, and simplicity.
Kyoorius received a record 4,000+ entries from over 500 organisations this year, its highest ever. From that pool, 1,124 entries made it to the First List. A total of 514 campaigns were awarded Baby Elephants, representing 60 unique agencies, 177 campaigns, and 116 brands.
Of the 514 Baby Elephants, 166 were upgraded to Blue Elephants—marking top-tier excellence. Brands like Amazon, Samsung, Britannia, Coca-Cola, Swiggy, Dream11, Zivame, Kit Kat, Mcdonald’s, and Ceat were among those honoured. Full winners list is available at kca.kyoorius.com.
Three campaigns received the Purple Elephant as part of the Zee Equality Award, acknowledging work that pushed boundaries for representation and inclusion.
“Massive congratulations to all the winners!… That’s the soul of the Elephants”, said Kyoorius founder & CEO Rajesh Kejriwal.
In trademark fashion, the awards ditched the traditional metal hierarchy—no golds, silvers, or bronzes.
Just Elephants.
Supported by Glenmorangie, The Hindu, Tribes Group, and Indian Creative Women, the night underscored that pure creativity—unranked, unfiltered—still has a stage, and a spotlight.
