Duroflex -
Sound of sleep

#Duroflex  #SoundsofSleep
2019

Duroflex -
Sound of sleep

#Duroflex  #SoundsofSleep

Intent

On World Sleep Day, Duroflex launched #SoundsOfSleep, a first-of-its-kind digital music series aimed to revive, celebrate, and recreate India’s rich tradition of regional lullabies for new-age parents looking to inculcate healthy pre-sleep routines for their loved ones.

IDEA

Duroflex is one of India’s leading sleep solutions brand offering a wide range of premium mattresses and sleep accessories. As a brand, Durolex always considered itself as India’s sleep coach.

In a world where YouTube is increasingly replacing the parent for children’s bedtime rituals, the brand intended to make a shift in this behaviour. On World Sleep Day, we launched Duroflex Sounds of Sleep, a first-of-its-kind digital music series aimed to revive, celebrate, and recreate India’s rich tradition of regional lullabies in a digitally convenient way for new-age parents looking to inculcate healthy pre-sleep routines for their loved ones. Sounds of Sleep premiered on March 19th, World Sleep Day on the brand’s YouTube channel and social platforms. It was also co-hosted on Sony India’s YouTube page and Spotify.

Lullabies are a string that connects the mother, her child, culture and decades of nostalgia. Sounds of Sleep was able to nurture this sacred bond and revive the lost art.

IMpact

27 Users from 27 countries tuned in
15% Increase in brand uplift score
2.5 Views and listens globally

Hosted by celebrity mom, Kalki Koechlin

Media partner – Sony Music

Awards

Silver Award
Best Content
Marketing
Campaign
Digies 2021 by afaqs

Awards

Bronze Award
Best Campaign Targetting
Millennials
ET shark awards
Gold Award
Best
Branded
Content
Digies 2021 by afaqs
Silver Award
Best use of
Regional
Content
Indian Content Marketing Awards
Silver Award
Digital Design
& Craft
Baby Blue Elephant Award
Kyoorius Digital Awards
Silver Award
India
Marketing
Awards by E4M
Gold Award
Branded
Content by
DM
Asia Echo Create
Effect Awards
Silver Award
Baby Blue Elephant Award
by Kyoorius Creative
Silver Award
Best Content Marketing Award
by AFAQS Digies 2021
Silver Award
ET Shark
Award
Best Campaign Targeting Millennials By Economic Times Brand Equity
Silver Award
Indian Content Marketing Awards
Best use of Regional Content by E4M