The Sleepwell campaign has been conceptualised by Sideways Consulting
Sleepwell has launched a new campaign to communicate its core philosophy that ‘there is comfort in comforting others.’
Sleepwell’s campaign talks about emotional well-being and comfort of people and resonating with the need for deeper connections.
Sleepwell emphasises that showing concern for or inquiring about someone’s sleep is not just a gesture, but an expression of love and care.
Nilesh Mazumdar, Chief Executive Officer, Sheela Foam, 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.”
Conceptualised by Sideways Consulting, the campaign 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.
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!”
Vivek Sharma, Founder, Altivyst Advisors, said, “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.”
Sleepwell campaign:
