Sleepwell launches Wedding Campaign

Launched in 1994, Sleepwell is the leading brand of mattress, pillows and home comfort products in India and has become a reputed brand among consumers, retailers, and traders alike. It has a nationwide presence with a robust distribution network of over 5000+ exclusive retail outlets, and 3000+ multi-brand outlets. Sleepwell mattresses’ prices range from Rs. 8000/- to Rs. 100,000/- occupying premium, mid, and lower segments.

The brand stays up-to-date on consumer behaviour - right from how they live, to how they sleep. Sleepwell is constantly innovating to keep up with their evolving needs. 

Approach:

The wedding season is a stressful time not just for couples, but also for friends and family. Deciding what wedding gift to give has never been harder. Keeping this in mind, Sleepwell spotted an opportunity here and has launched a multimedia campaign for this wedding season, “Gift well with Sleepwell”.

The campaign approach is to introduce people to the idea of gifting a Sleepwell mattress this wedding season and own the space of wedding gifting. As it is considered the beginning of a new relationship, wedding is the most apt time to gift a mattress to the couple. Sideways Consulting’s campaign for Sleepwell attempts to capture this emotion with their signature humorous style. The campaign highlights the importance of a comfortable and cosy mattress after all the tiring wedding ceremonies and rituals. 

Abhijit Avasthi, Founder - Sideways Consulting, had this to say about the campaign:

“The campaign was as much fun as weddings themselves. It’s a great start to our relationship with Sleepwell. As we look to build a strong brand, we’re sure this will be the first of many interesting campaigns we do as a team. ”

Nilay Moonje & Sameer Sojwal, Creative Heads & ECDs - Sideways Consulting:

“Indian weddings are not just big, but they are also the most chaotic and tiresome. To the hassled newly-weds, what could possibly be the best and most appropriate gift? Well, the gift of comfort at the end of the craziest day of their lives. And that is what we attempted to present in the most memorable way.

Mr. Rakesh Chahar, Director  Marketing & Sales - Sheela Foam Limited said
“Sleep is an important part of our life, more so, the role of a right mattress in getting good sleep. To highlight this, we found wedding to be an important life occasion as it is enjoyable but can be very busy and tiring. Thus, a good mattress giving good sleep plays the right role on a wedding occasion. We are confident that consumers will love the idea of Sleepwell mattress as a good gift to married couples and further enhance the love people have for the brand.”

‘This multi-media campaign, across TV, Out-of-Home, Radio, print, digital and retail activations, is one of the biggest from Sleepwell brand with more than 50 TV channels covering Hindi-speaking and regional markets. On digital, the campaign strategy is to target consumers with their most affinity platforms – Facebook, Instagram, OTTs, YouTube, Networks, Programmatic etc. Mediums like OOH and radio have been added to establish the local/on ground connect at high visibility points with across key