Top Story

e4m_logo.png

Home >> Account Movement >> Article

Innocean beats biggies to bag creative duties of Sleepwell

12-January-2011
Font Size   16
Innocean beats biggies to bag creative duties of Sleepwell

Sleepwell Mattresses, the brand owned by Sheela Foam Industries, has shifted its creative business from Rediffusion Y&R to Innocean Worldwide. The decision comes in the wake of a multi-agency pitch, which was called in November 2010 and had seen the participation of Innocean Worldwide, Mudra, Crayons, Triton, Vermillion, Apple, Everest, Infinity and Indus, among others.

Confirming the development to exchange4media, Manoj Sharma, Marketing Head, Sleepwell, said, “Our brand has built tremendous traction and we are looking at consolidating our leadership position in times to come. We evaluated agencies from the point of view of strategic clarity and creative capability, along with an intent for long-term partnership with us. Innocean’s ideas and approach were in sync with our overall vision, leading to their choice.”

Reacting to the win, Vivek Srivastava, Joint MD, Innocean, said, “It is a good way to begin the year. The brief from Sleepwell was a challenging one in the sense that it aimed to arouse consumer interest in a low involvement yet critical product. The IWI team, in consultation with the marketing team at Sleepwell, has been able to unearth some untapped consumer signals that will yield dividends for the brand in the medium to long term surely.”

The creative work for the pitch was led by George Koshy, Senior Creative Director, along with his team. He remarked, “The sheer magnitude of consumer indifference to something so critical to the quality of sleep such as a mattress is a great opportunity. We see interesting cutting edge solutions in the offing across traditional and digital media to enhance the already strong equity of Sleepwell.”

The brand service team at Innocean will be led by Manish Sinha, who has been with the agency for two years, while the creatives are being handled by Saurabh Dasgupta, Executive Creative Director, who said, “In Sleepwell, we see a brand with some amazing creative potential and we are very excited at this opportunity.”

Sleepwell is looking at evolving its communication strategy to the next level. Retail presence is being ramped up nationwide, while retail branding is being standardised along with a new look and feel to the product packaging.

When asked about the renewed objective of the brand, Sleepwell’s Sharma replied, “It is to enable the entry of superior product options into households at all price points under the Sleepwell brand to amplify the consumer experience implicit the brand name itself.”

Innocean, which began as the in-house agency for Hyundai Automotive Group globally, is now on an expansion spree. With a head count of 45, it has been growing steadily with capitalised billings in excess of Rs 160 crore in 2010.

 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign