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.