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Duroflex says they've #GotYourBack in latest campaign for Duropedic range

The lighthearted campaign captures the essence of various activities and poor postures that can take a toll on one’s back

e4m by exchange4media Staff
Updated: Jun 6, 2020 8:35 AM
Duroflex Got Your Back

As social distancing, staying in and work-from-home becomes the new normal, health issues related to the back and spine are on the rise in India. Duroflex, one of India’s leading mattress brands, has launched a communication talking about their exclusive range Duropedic - India’s only certified orthopaedic mattress range as a solution to strained backs. In their new, lighthearted communication, the brand captures the essence of various back-breaking activities and poor postures that can take a toll on one’s back like slouching on the sofa for a Zoom call, back-breaking household work, sitting in awkward postures through the day, to name a few. While trying to maintain the hectic balance between home and work, our backs need the right kind of support and everyday postural correction to offset the damages done to it during the day. That is possible with the certified support from Duropedic range of mattress.

In a humorous and relatable way, Duroflex, in their new communication, captures various positions that we tend to take which can strain our backs. Be it sitting awkwardly while on a video call (Gyaan Asana), lying on the floor with the laptop and legs stretched out (Legroom Asana), slouching, eating chips and watching TV (Binge Asana), or exerting your back doing household chores (Daily Duty Asana). As a sizeable number of people spend more time working and doing other activities from home, the pressure on the back is only amplifying. The video ends with a strong message on how we all need to save our backs by trying the DuroAsana, which is simply getting ample sleep and everyday posture correction on the Duropedic range of mattresses from Duroflex - India’s only certified orthopaedic mattresses.

Elaborating on the communication, Smita Murarka, Vice President, Marketing, Duroflex, said, “The new normal demands more hours from a person than they have in the day. Hence, day-to-day stress and strain can take a toll on one’s spine resulting in back problems, now that they’ll be sitting in awkward positions while working and doing other tasks at home. This also leads to disruption in sleep schedules. Our message looks to create actionable awareness about Duropedic range of mattresses, India’s only certified orthopaedic mattress that provides the best care and restorative support for peoples’ backs whilst they sleep. At a time when we all need to emerge stronger, the Duropedic range of mattresses is an ideal solution to help the body and mind respond optimally to any challenging situation.”

The Duropedic range is scientifically engineered in collaboration with senior orthopaedic experts to offer the most advanced support for the back available in India, today. This orthopaedic range of mattresses is India’s only certified orthopaedic mattress range. It has been developed at Duroflex’s sleep lab along with the renowned orthopedists from the National Health Academy. The design of Duropedic mattress is based on a first-of-its-kind 5- Zoned Support System, a technology that provides differentiated support for the 5 zones of the body resulting in the most optimum and restorative back support. It ensures a perfect balance between comfort and support for a well-rested sleep.

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