“Deep consumer insights & research have helped us keep up with the changing trends”

Livpure, India’s leading consumer goods brand, presents a collection of eco-friendly sleep innovations that will unlock the full potential of the current generation by promoting sound, healthful sleep. Powered by innovation with goodness of nature as its core value, Livpure’s Sleep and Wellness segment is created with the knowledge that sound sleep is the very backbone of a healthy life, with multidimensional benefits such as improved concentration, maximised athletic performance, improved immunity, and better heart health.

The brand has also launched its first ever digital ad campaign on various digital platforms to promote its high-quality range of mattresses. In line with the brand’s long-standing focus on the importance of good sleep with the help of innovative and comfortable mattresses, the ad campaign takes the comic route to showcase the ill-effects of sleep deprivation and the miraculous benefits of Livpure’s mattresses through 3 distinct ad films. The ad films revolve around a royal family, ‘The Sonawalas’, who have been cursed with sleeplessness for 7 generations. The film hilariously captures how the lack of sleep affects different aspects of family life.

Watch the ad film:

https://www.youtube.com/watch?v=RYo6ppCmFu4&feature=youtu.be

In a free-wheeling conversation with Adgully, Rakesh Malhotra, Founder of Livpure, speaks about their new digital film which has been created based on some very interesting insights. He further adds that they would like to leverage Livpure’s consumer durable experience and create a connected world of products that will be relevant and useful.

The brand extension of Livpure Sleep is an interesting product in the health space. How did you think of this brand extension that prompted you to enter this space?

Livpure has always been focused on providing consumers with products that make their life more comfortable while enhancing your wellbeing. Products like Mattresses, Pillows, and Comforters are extremely important in providing a good night’s sleep, which, in turn, provides better internal health. When you sleep better, you automatically become more productive, energetic and happier. In today’s work environment and with rising stress levels people (especially millennials) face, sleep has become a luxury. Our aim is to provide our customers with well rested sleep so they can live better and “Livpure”.

You have several new brands entering this category. How have you differentiated your products and positioned your brand Livpure Sleep?

Livpure’s entire portfolio of water, air and sleep products complement each other in enabling a healthy life for the individual. Think of it as a platform where these products interact with each other to provide a holistic lifestyle upgrade. Our goal is to leverage Livpure’s consumer durable experience and create a connected world of products vs becoming another company trying to create furniture or a sleep product only marketplace.

Tell us the objective behind the new campaign – ‘The Curse of Sonawalas’. Where did the insight come from and how did you arrive at your creative thought?

We have all had difficulty sleeping at some point, and we can all agree that it seems nothing less than a curse! The idea was to reiterate this very pain and suffering. To attract millennials, considering their lifestyle doesn’t allow for enough sleep, we decided to create a campaign that would be relatable to them. While millennials miss great sleep, crave that rest, how do they get it in the short hours available? Easy – Livpure’s sleep products! To be ‘snackable’, it had to be quirky as a mainstream ad would not cut it. The main communication of the campaign was Livpure products can help free you of the curse of sleeplessness and you can sleep better every night, all year long.

What has been the marketing strategy for Livpure Sleep? How does your supply chain work and have you beefed up your e-commerce channel?

Our marketing strategy is evolving. Over the past few years, we have entered various product markets and channels. Our goal this year is to tie it all up so that consumer understands the value proposition of purchasing a Livpure product. Our supply chain function is attuned to consumer expectations – for example, if a water purifier is an urgent purchase, we ensure that our delivery and installation are done in less than 48 hours. Similarly, for sleep products, if expectation is X days, we will get you the product in the committed X days or less.

Who is your core target audience for this product? What are the markets you are looking at for Livpure Sleep? How have you worked on your pricing strategy in a category where both organised and unorganised players are present?

Our target audience is anyone and everyone who finds it difficult to sleep or wants to elevate their sleeping experience. But currently, we are growing in urban markets and our customers are largely adults between the age of 25-45 years. We are constantly upgrading our products and will continue to provide solutions to our customers. Our aim is not to change their lives, but to enhance it and make it more comfortable and healthier. Deep consumer insights, research and study have helped us consistently keep up with changing trends and requirements.

How do you plan to engage with your audience? What is your media strategy to reach your audience in all your markets?

Consumers today are very informed. Prospective customers get engaged if they see a value proposition in the product or service. Our goal is to communicate that to our consumers at all the touch-points that they are present at. It could be a Tier 3 customer who doesn’t watch OTT or a Tier 1 customer who only watches OTT shows. Our goal is to reach out to the variety of segments effectively.