Sleepwell Durafirm shows how to get the firmness ‘just right’

Sleepwell has relaunched one of its long-running bestsellers, Sleepwell Durafirm.

On the campaign thought, the company said: “As people enter middle-age, they begin experiencing slight niggles with their back. Aches, soreness, stiffness become a bit too common. They look for quick solutions, but rarely think about their old mattress, which may have become too soft and lacking the right support needed to alleviate pressure & stiffness. They may not have a serious back issue yet, but it’s persistent enough that many end up looking for massages or back rubs to help ease out the stress. And usually, this request goes to their partners.

We picked up on this relatable truth and translated it into the campaign’s creative heart: Durafirm is like a loved one’s massage; neither too hard, nor too soft, but just right for the back, helping reduce the discomfort & relieve pressure.”

Conceptualised by Sideways, the film follows a husband who repeatedly asks his wife for a massage because of his stiff back. In a playful twist, he is shown finding the same sense of comfort and relaxation when lying down on his new Durafirm mattress, expressing the same sigh of satisfaction. The film closes with a clear message: Durafirm gives your back the right kind of firmness, just like the care of a loved one.

Speaking about the launch, Tushaar Gautam, Managing Director, at Sheela Foam Ltd., said, “Taking Durafirm’s story to the market was important. At Sleepwell, we believe in producing quality comfort products which proactively solve for consumer needs. Using our in-house expertise, we have created the right mattress in Durafirm for those beginning to experience discomfort in their back on waking up.”

Puneet Gulati, Chief Marketing Officer, at Sheela Foam Ltd., said, “At Sleepwell, we’ve always believed in combining technology with empathy to create products that genuinely improve people’s lives. With Sleepwell Durafirm’s OrthoIQ technology, we have created a real game changer in providing the right level of back support which ensures total care of the back while sleeping.”

Abhijit Avasthi, Founder, Sideways, said, “While the story brings alive Durafirm’s promise of well-balanced firmness, it also carries forward Sleepwell’s core point of view, which is ‘comfort in comforting others.”

Nilay Moonje and Mr. Sameer Sojwal, Executive Creative Directors, Sideways, added, “Mattresses are often sold on extreme promises of being very soft or very firm. But what most people really want is balanced support that feels good on the back. The idea of comparing that balance to a loved one’s massage felt both fresh and instantly relatable.”