Sleepwell Mattresses, the brand owned by Sheela Foam Industries, is looking to bring in a fresh perspective by roping in a new media agency. The decision of calling a media pitch follows the appointment of Innocean Worldwide as their creative agency. The media account size is estimated to be in the region of Rs 12-15 crore, according to reliable sources.
Manoj Sharma, Marketing Head, Sleepwell Mattresses, confirmed the development to exchange4media and said, “We are looking for an agency that has expertise in traditional media and understands the medium very well, someone who is able to achieve to good return for value.”
Speaking further on the brief given to the agencies taking part in the pitch, he shared, “We would select an agency that is innovative and has a great team of people to handle our business. We want the chosen agency to be as excited about the brand as we are, since as industry leaders we have to be aggressive.”
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 standardised 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.”
Innocean beats biggies to bag creative duties of Sleepwell