Hakuhodo Percept has bagged the creative mandate for the mattress brand Sleepwell, the flagship brand from the Sheela Foam Group.
In a multi-agency pitch that involved strategy, creative and execution plan presentations including Digital, BTL and ATL, Hakuhodo Percept won against Enormous Brands, The Mob, Synapse and Thinking Folks. The incumbent agency was Equus Redcell.
As per available data, the size of the Indian mattress market is estimated at Rs 5,000 crore, [of which the organized market constitutes Rs 2,500 crore] and is growing at 12-15% per annum.
In keeping with the Sleepwell’s philosophy, Hakuhodo Percept will be building further on the differentiator of “Sleepwell My Mattress” a new concept in the Indian mattress Industry that differentiates the brand Sleepwell. This new offering will change the way mattresses are purchased. The task for the agency ahead will be to communicate to the consumer the advantages of a Sleepwell mattress over other products available in the market place and create awareness about the different surface feels to suit individual preferences, all available at the same price point. Plans are afoot towards a 360-degree communications programme.
Confirming the win, Pooja Malhotra, Senior Vice President, Hakuhodo Percept, said, “We are absolutely delighted and raring to get started on the new mandate. It’s an unexplored category that makes our task both exciting and challenging. Our endeavours will focus on revolutionising the purchase process and steering the brand towards becoming an indomitable player in the category.”
On Hakuhodo Percept’s appointment as Sleepwell’s creative partner, Manoj Sharma, Vice President, Marketing, Sleepwell said, “We found Hakuhodo very much in sync with the vision that we so passionately pursue, for our brand Sleepwell. Their ability to think out of the ordinary and to present a strong differentiating strategy for the brand Sleepwell convinced us, on the merits of this new partnership.”