Alia tells us how there is ‘Nothing Like Duroflex’ for sleep essentials

In today’s stress-filled environment, sleep is being compromised, as a brand Duroflex wants to encourage India to rethink its choices in sleep essentials like mattresses that enable better sleep. In its latest campaign, ‘Nothing Like Duroflex’, the brand uses sleep evangelist, Alia Bhatt to emphasize the importance of investing in a research-backed mattress for healthy sleep.

The TVC opens with Alia arriving at her friend’s home. Noticing her friend groggy and sleep-deprived, she immediately lands up in his bedroom to check his mattress. She calls him out on his poor choice of mattress and blames it for his tiredness. With this interaction, the brand intends to bust the common myth that all mattresses are the same, and purchasing one doesn’t need much thought. Alia then tells her friend, what differentiates research-backed Duroflex mattresses from the rest. Duroflex’s signature range of mattresses come with 50 years of trust, 5-zoned full-body support, and is doctor recommended. The film ends with her friend sleeping peacefully on a Duroflex mattress and Alia bringing alive the message of Nothing Like Duroflex.

Commenting on this brand endeavor, Mathew Chandy, Managing Director, Duroflex said, “As an innovator brand in the sleep solutions space, this association with Alia Bhatt marks the beginning of our next growth phase of reaching consumers across generations and geographies. It fortifies our journey of being the fastest growing brand in FY 22 with a deep commitment to helping India sleep better.”

Speaking about the new campaign, Smita Murarka, Chief Marketing Officer, Duroflex said “Our campaign aims to awaken the Indian consumer to take their sleep seriously, making active and thoughtful choices on health-transforming products like mattresses. The campaign has been designed to communicate a home setting and is representative of a real-life conversation between two friends. The cutting-edge technology and research-backed products set us apart. With Alia, we aim to take this main messaging across the country, that there is ‘Nothing Like Duroflex’ and everything else is a compromise.  Being a sleep evangelist herself, Alia brought alive our campaign in a candid and effortless way. We are sure it will resonate well with the modern consumer.”

The campaign has been conceived by Creativeland Asia, and the films have been directed by the eminent Bollywood director, Abhishek Varman. The brand has launched the campaign nationally through a multi-channel strategy.