In its bid to combine fresh thought-process with the brand’s image, Sleepwell Mattresses, the brand owned by Sheela Foam Industries, has roped in GroupM’s Motivator as its media AOR. The media account size is estimated to be in the region of Rs 12-15 crore, according to reliable sources.
Confirming the development to exchange4media, Manoj Sharma, Marketing Head, Sleepwell Mattresses, said, “We were looking for a media partner who had the right blend of experience, talent and enthusiasm, a team that is as aggressive as brand Sleepwell.”
The account was handed over to Motivator after rigorous multi-pitch sessions that lasted for about a month. MPG, Carat Media and ZenithOptimedia were the other contenders for the business.
Sleepwell is currently looking to evolve its communication strategy to the next level. Retail presence is being ramped up nationwide, while retail branding is being standardized, along with a new look and feel to the product packaging.
When asked about the renewed objective of the brand, 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.”
exchange4media had earlier reported about the brand calling for a creative pitch, following which Innocean Worldwide, India was appointed as the creative agency in January 2011.
Innocean beats biggies to bag creative duties of Sleepwell