Virat Kohli approves of Duroflex's Airboost, finding sleep as an important part of training.
Virat Kohli approves of Duroflex's Airboost, finding sleep as an important part of training.
Duroflex is creating a shift in perceiving sleep as comfort to sleep as recovery with its newly launched brand campaign announcing the next-gen mattress range called ‘Airboost’, made to provide deep and restful sleep. It features Virat Kohli and the campaign is rolled out on television and digital platforms. The film talks about how sleep is a contributing factor to mental and physical rest as constant stress and work pressure is affecting the sleep quality. The campaign focuses on having a surface that works with the body at night and not against it.
They built a mattress that looks simple visually, movement-focused, with better airflow and max recovery to reduce disruptive sleep making it an experience that needs to be lived. The concept reflects the pressure as per the modern lifestyle and introduces Airboost as a solution that is innovative and adapts to the bodily changes during sleep. With an impressive heat release technology, division of pressure and recovery, Airboost takes the responsibility of healthy sleeping which has evolved from passive to necessary part of staying healthy.
With Virat Kohli’s presence in the campaign, the brand appears more responsible emphasising on physical and mental wellbeing. While Virat is considered as a disciplined and focused athlete who believes in the power of resting well, the film means to inspire others to treat quality sleep as a priority in this challenging life.
With the help of strong visuals, the complicated theory is explained highlighting the airflow, distribution of pressure and recovery at night. The campaign is expected to roll out digitally, on social media and in-stores.
Ullas Vijay, CMO Duroflex Limited, about the campaign stated, “With Airboost, we are rethinking how sleep fits into modern life. This campaign simplifies sleep science and brings it into everyday conversations around stress, long work hours and constant stimulation. Virat represents the balance between intensity and recovery, making him a natural voice for this story. Built with an open fibre structure offering 3X breathability and over 1 lakh independent micro-touchpoints, Airboost™ is designed to support deeper, more restorative sleep. The mattress has been exclusively approved by the National Health Authority (NHA) for spinal support. Studies conducted by the Indian Society for Sleep Research (ISSR) on Airboost mattresses have shown 30% improvement in deep sleep (N3 sleep, which is responsible for physical recovery, tissue repair and immune health).”
Key Takeaways from the campaign
Philosophy of de-stress
The brand’s focus shifted from selling comfort to selling recovery from the stress people experience in their everyday lives.
Celebrity Association
The brand hired Virat Kohli to highlight the importance of quality sleep in order to manage the day to day stress.
If you want to hire a celebrity that aligns with your brand personality, get in touch with us.
For more such advertising news, fall back to Excellent Publicity.
Stay tuned for more such advertising news!, fall back to Excellent Publicity