The Metaverse is the future of digital marketing: Satish Kumar Malhotra

Springfit is one of the leading luxury mattress brands in India. Managed by two generations of entrepreneurs, Springfit is one of the fastest-growing mattress brands in India, occupying a strong product leadership position. Headquartered in Delhi, VFI has 5 manufacturing plants spread across a combined plant area of 30 acres, with a total capacity to produce 4 lakh mattresses annually. Springfit makes all its mattresses and major components such as foam, spring, etc., in-house.

Good sleep has been an undervalued concept in the Indian household, but Springfit mattress for the last 14 years has been making a constant effort to make people aware of the importance of good sleep. It has been innovating sleep solutions through its range of mattresses and pillows. To spread the awareness of the need and importance of good sleep, Springfit has recently announced that actress Kareena Kapoor will be their brand ambassador.

Speaking to Adgully for their Marketing Minds column, Satish Kumar Malhotra, Director- Sales & Marketing, Springfit, spoke about the importance of sleep and how they keep innovating and bringing in new products in the market keeping in mind the health requirements of consumers.

There are several brands from the organised and unorganised sectors that are fighting for their market share. How are Springfit mattresses bringing in that differentiation in their products to be in the consideration set?

The mattress industry is currently split between the organised and the unorganised sectors. While it is dominated by the unorganised sector, we are now seeing a shift towards the organized sector. It shows the evolution of a buyer who is more aware and willing to pay for top-notch quality. They are also digitally smart, using technology to meet all their needs.

Every industry faces fierce competition, and the Indian mattress industry is no exception. To make our brand and product stand out, we prioritize quality and our customers’ needs. Springfit has made an effort to introduce CertiGaurd, an antibacterial mattress, helping people maintain safety and hygiene standards. We have international technology like Certipure, Certigard and Areo Sleep that none of the other brands have.

Tell us more about your innovations. What are some of the revolutionary products that you have introduced that will help your audience?

We are always working on something new and innovative to improve the quality of our products. We use cutting-edge technology such as Aero Sleep technology, innovative foams, and the Coil system. We have a smart mattress, IO Sleep, based on Sleepcell Motion Adjust Technology, which analyses sleep and monitors heart rate, breathing, movement, and much more. Using the latest technology, the firm has enhanced the natural latex properties and qualities, well known for its enhanced air ventilation, motion resistance and its organic properties makes it the best option for people. To advance our innovation quest, we have launched India’s first fitness mattress, the Super Active Mattress series. This is the first time in India any company in this segment has launched a product that promises to give consumers with not just the most pleasant sleeping experience possible, but also to aid in their fitness and well-being.

What prompted you to align with Karena Kapoor as the brand ambassador? How does she fit with the overall personality of brand Springfit?

Good sleep has been an undervalued concept in the Indian household, but Springfit mattress for the last 14 years has been making a constant effort to make people aware of the importance of good sleep, for physical & mental well-being and therefore, has been innovating and promoting sleep solutions through its range of mattresses and pillows. While we were looking for a brand ambassador, our focus was on a face who could identify with our motto and help us spread the right message among the masses. Kareena Kapoor Khan is not only a youth icon, but also a fitness enthusiast who believes that it is important to adopt a correct sleep pattern for a healthy state of mind.

Why have you planned to enter the Metaverse space and what’s going to be your strategy and how will you excite your audience?

We run several digital marketing campaigns to connect and interact with our customers. As our customer base is technologically savvy and digitally engaged and uses the Internet to acquire anything – from a needle to vehicles. Initially, we plan to let the customers and our market associates see our products and display system, known as Springfit Lounge. It will give them an opportunity to interact with our team virtually. The Metaverse is the future of digital marketing, because it has the ability to interact with a much broader audience beyond geographical boundaries and time limits.

How do you plan to engage with your audience and leverage the appointment of Kareena Kapoor Khan as the brand ambassador?

We intend to create a 360-degree media strategy, we will soon be launching our TVC campaign, Print Ads or Radio advertisements to promote this collaboration. This association will enable us to connect with people from all over India and beyond. Kareena Kapoor Khan has a large fan base; people listen to and follow her, and through this association, we hope to make people more aware of their sleeping habits and hygiene, as well as to bring Springfit into every home in India. All the marketing campaigns of Springfit revolve around the motto of the brand, which is good sleep. This helps us in reaching out to the target audience, promoting our product, and educating our customers. So, rather than just saying it, we believe in expressing it through creativity, our message, and our products for our consumers easily connect with our campaigns.


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