Mumbai: Sleepwell, India’s leading and most trusted mattress brand is changing the way we sleep with the launch of its latest Pro Nexa Mattress. It’s a quantum leap in sleep technology and a game-changing breakthrough that renders the prevalent memory foam outdated. Pro Nexa Mattress, with its ‘enhanced body recovery’ proprietary technology, the first of its kind in India, offers superior comfort as compared to memory foam.
The Pro Nexa Mattress is being launched through a nationwide ad campaign featuring the culinary expert and renowned TV personality, Kunal Vijaykar. The campaign showcases the key difference between Sleepwell Pro Nexa mattress and memory foam mattress by using the creative analogy of dough versus bread. Earlier this month, Sleepwell kicked off the ‘Did You Sleepwell’ campaign to nudge people into caring about the comfort of others. Now, it is bolstering the same with this product-centric campaign for the launch of Pro Nexa Mattress.
Conceptualised by Sideways, the analogy of dough vs. bread, comparing Pro Nexa Mattress with memory foam, is both simple and intuitive enough for everyone to understand and it captures how a body gets stuck in traditional memory foam by depicting it as fingers sinking into dough, highlighting the discomfort and immobility. In contrast, the Sleepwell Pro Nexa’s easy body movement is beautifully depicted using the soft bouncing bread, conveying the unparalleled comfort and freedom of movement it offers.
Speaking about the campaign, Sheela Foam Pvt Ltd CEO Nilesh Mazumdar said, “Sleepwell has always been at the forefront of foam and sleep technology. With the launch of our latest Pro Nexa mattress, with ‘enhanced body recovery’ technology, we're not just redefining comfort; we're delivering on a promise of unparalleled sleep quality. Our relentless pursuit of innovation not only delivers most comfortable sleep but also drives business growth and further solidifies our position as the leader in the sleep industry.”
Further elaborating, Sideways founder Abhijit Avasthi said, “Pro Nexa technology offers a clear palpable superior experience over age-old memory foam. The challenge was to bring out this difference in an easy, non-technical and relatable manner. Food and sleep are areas that interest everyone and that’s why we thought of this metaphor. We hope it will intrigue viewers enough to try out Pro Nexa mattresses.”
With over 30 years of rich professional experience, Altivyst Advisors founder Vivek Sharma has been roped in as a marketing consultant for Sheela Foam where he is helping shape the marketing strategy and organisation. Sharma added, “Pro Nexa by Sleepwell introduces people to a kind of sleep they have not experienced before and thus, it creates a new need segment by doing this. Nexa is to mattress what touchscreen or flip technology was to mobile phones.”
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 exclusive retail outlets, multi-brand outlets and distributors. 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.
