Mumbai: Duroflex Company brand Ambassador Bollywood actress Alia Bhatt launched its latest campaign on Friday, “Nothing Like Duroflex”, the brand ambassador Alia Bhatt to emphasize the importance of investing in a research-backed mattress for healthy sleep.
Now – a – days in a stress filled environment, sleep is being compromised, as a brand Duroflex wants to encourage India to rethink its choices in sleep essentials like mattresses that enable better sleep. She launched a campaign on TVC opens with Alia arriving at her friend’s home. Noticing her friend groggy and sleep deprived, she immediately lands up in his bedroom to check his mattress.

She calls him out on his poor choice of mattress and blames it for his tiredness. With this interaction, the brand intends to bust the common myth that all mattresses are the same, and purchasing one doesn’t need much thought. Alia then tells her friend, what differentiates research backed Duroflex mattresses from the rest.

Duroflex’s signature range of mattresses come with 50 years of trust, 5 zoned full body supports, and is doctor recommended. The film ends with her friend sleeping peacefully on a Duroflex mattress and Alia bringing alive the message of “Nothing Like Duroflex”.

Duroflex MD Mathew Chandy said, as an innovator brand in the sleep solutions space, this association with Alia Bhatt marks the beginning of our next growth phase of reaching consumers across generations and geographies. It fortifies our journey of being the fastest growing brand in FY 22 with a deep commitment to helping India sleep well.

The campaign has been conceived by Creative Land Asia, and the films have been directed by the eminent Bollywood director, Abhishek Varman. The brand has launched the campaign nationally through a multi-channel strategy.