The image of chasing away deadlines and stress by dumping ourselves on a hotel bed during a vacation is fresh in our minds. The need to re-energize is real but taking vacations for the busier lot is a far-fetched dream. Mattress brand Duroflex has announced the launch of its latest range Energise for people with active lifestyles.
It has rolled out a 360-degree campaign which will be rolled out nationally. Apart from TV, the brand also has plans to have a high decibel campaign spread across outdoor, print and digital.
The Energise range of mattresses comes with a unique Active NRG Layer, which helps one get an active sleep at night so that they wake up energized. To support this claim, the brand has come up with the campaign ‘Ready For Tomorrow’ which has been conceptualized and developed by Bangalore based Happy mcgarrybowen, the creative agency from the Dentsu Aegis Network.
The film has been produced by Nirvana Films and directed by Prashant Madan.
Speaking on the campaign, Mathew Joseph, Director Marketing – Duroflex, said, “An innovative product like Energise innately demanded innovative messaging. Happy’s keen sense of consumer insight, creative prowess combined with superior execution has resulted in a creative or TVC that is not just innovative but inspiring, category breaking and captures the essence of the new mattress range. With a TVC like this and a partner like Happy, we feel fully equipped to bring Energise out to the market.”
About the campaign, Kartik Iyer, CEO at Happy mcgarrybowen, said, “It’s been a lot of fun working on this campaign. It’s always a pleasure when a client gives you the free hand to break the codes of a certain category. With Energise, we have done exactly that. I don’t think any brand has looked at mattresses in this way. Innovation lies at the heart of the product. I’m quite confident that this campaign will add to the stickiness a superior quality product like Energise.”
Agency: Happy mcgarrybowen, Bangalore
Chief Executive Officer: Kartik Iyer
Chief Operating Officer: Samarjit Choudhry
Director – Strategic Planning: Aditya Kashyap
Planner: Nakul Bhat
Digital Strategist: Ashwin Dravid
Sr. Creative Director: Naren Kaushik
Creative Director – Digital: Sandeep KS
Associate Creative Director: Varun Khullar
Associate Creative Director – Art: Ganesan V.
Copy Controller: Purva Ummat
Client Services Director: Ameya Lokhande
Account Executive: Katherine Thomas
Production House: Nirvana Films
Director: Prashant Madan
Producer: Marjorie Rodrigues