Sleepwell reinforces our faith in empathy with its latest brand campaign

Sleepwell, India’s leading and most trusted mattress brand has taken a warm-hearted approach in its latest brand campaign, to communicate its core philosophy that ‘there is comfort in comforting others.’ The multimedia brand campaign will break during the WC on TV, digital and retail OOH mediums.
This campaign comes at a time when most brands, both offline as well as online, are speaking in the same technical language with consumers and it is often difficult to distinguish one brand’s communication with another. This nationwide campaign from Sleepwell goes beyond mere product promotion and delves into the essence of comfort and emotional well-being of people. Resonating with the need for deeper connections in today's fast-paced world, Sleepwell's message is clear: inquiring about someone's sleep is not just a gesture, it's an expression of love and concern.

Speaking about the campaign, Mr. Nilesh Mazumdar, Chief Executive Officer at Sheela Foam Pvt. Ltd., said “Sleepwell wants to change how consumers look at the sleep category, beyond just products and its inherent technical language. We want to introduce the human element of emotions and empathy in the conversations and are inviting people to show that empathy by asking ‘Did you sleep well?’ The campaign promoting a culture of care for others will further deepen the bond that people have with the brand Sleepwell and be a crucial element in driving the business growth with equal rejuvenation through innovations and retail” 
Conceptualized by Sideways Consulting, this emotional yet earnest bank of films nudges Indians to show care and compassion for their loved ones by asking a simple yet meaningful question, "Did you sleep well?", along with their morning greetings. What sets it apart is that the message of this campaign cuts across identities and unites us by promoting a culture of care and concern and fostering emotional bonds that comfort us. Mr. Abhijit Avasthi, Founder, Sideways, said “I am excited about this really big idea. Not only is it disruptive in a category that lacks marketing imagination and relies heavily on celebrities, but it plants the seed of a much-needed texture of softness and empathy in the fabric of our society. And that too by leveraging the brand name!”

With over 30 years of rich professional experience, Mr. Vivek Sharma, the Founder of Altivyst Advisors, has been roped in as a Marketing Consultant for Sheela Foam where he is helping shape the marketing strategy and organization. Mr. Vivek Sharma, Altivyst Advisors, adds, "In a category that comes in consumer life once in 8-10 years, sowing the seeds of everyday care and concern through the brand Sleepwell is a fantastic way of building continuous engagement and consideration with people."

Launched in 1994, Sleepwell is the leading brand of mattress and home comfort products that has held its ground amidst growing competition from online and offline brands and carries immense trust 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. The brand always stays up to date on consumer behaviour - right from how they live, to how they sleep and is constantly innovating, with its technological capabilities, to keep up with their evolving needs.