Springwel Mattresses has launched their new ad campaign #DhangSeSoyaHotaTohYeNaHota featuring actor Boman Irani.
According to the company, the three films with Irani show how lack of proper sleep leads to absent-mindedness, embarrassment and mistakes in the smallest tasks. In addition, the cataphrase ‘Dhang se soya hota, toh ye na hota’, noted by Boman Irani in the films, conveys the brand message lightly.
Ankit Kapoor, CMO and Operating Partner, Ananta Capital, said: “This campaign emphasizes the need for a good night’s sleep, and Irani’s role as the central character adds credibility to the unique features of Springwel’s new innovations. We are delighted to be working with him and are confident that consumers can identify with the everyday nuances we project through each of our films. With this we want to contribute to solving the problem of lack of good sleep in our country.”
The three films talk to three unique consumer cohorts and address their specific sleep needs.
“Through this campaign I want to encourage people to think about the importance of a good night’s sleep and the role of the right mattress in tackling sleep problems. Technologies such as cleantech protection and pure orthopedic benefits ensure better and deep sleep for every Springwel consumer,” added Boman Irani.
With the launch of the campaign, Springwel has also introduced several new innovative mattresses with advanced technology.
