Duroflex has teamed up with Myntra to become the first mattress brand available on the platform. This strategic partnership was launched during Myntra’s Birthday Sale, introducing the campaign ‘Sleep Great to Look Good.’ The initiative redefines sleep as an essential element of personal style and well-being.
Positioning & Market Shift
Unlike traditional e-commerce platforms like Amazon and Flipkart, where mattresses are primarily seen as utility products, Duroflex’s partnership with Myntra reframes sleep as a lifestyle choice. This collaboration highlights how quality sleep contributes to confidence, appearance, and overall style.
Campaign Concept & Message
Through this partnership, Myntra and Duroflex are championing the idea that restful sleep plays a crucial role in enhancing both physical appearance and well-being. By merging sleep with fashion and self-care, the campaign encourages consumers to see sleep as an integral part of their daily lifestyle.
Marketing & Advertising Execution
The campaign leverages high-impact outdoor advertising inspired by luxury fashion aesthetics, visually linking sleep with personal style. It includes out-of-home (OOH) ads across Bangalore, AI-driven video ads, and engaging social media content. Additionally, the campaign is amplified through Myntra’s digital platforms, ensuring widespread visibility.
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Leadership Insights
Sridhar Balakrishnan, CEO of Duroflex Group, emphasized the significance of this category-first move, stating, “Our partnership with Myntra elevates sleep solutions into a fashion-first space, redefining how consumers perceive mattresses—not just as a necessity but as an integral part of a stylish lifestyle. By embracing immersive storytelling, we enhance brand desirability and reinforce that great sleep is key to great style in today’s lifestyle-conscious market.”
Marketing Strategy & AI Integration
Ullas Vijay, CMO of Duroflex, shared his perspective: “At Duroflex, we see sleep as the foundation of both good health and effortless style. With India’s first AI-powered campaign merging sleep with fashion, we introduce a fresh outlook on the category. Our collaboration with Myntra seamlessly integrates sleep into self-care and style narratives, engaging a trend-driven audience and setting new benchmarks in innovative sleep marketing.”
Creative & Execution Team
Brand Team:
- Ullas Vijay
- Sreedev
- Arpita Yadav
- Shraddha Kadwekar
- Sukshita Singh
Creative Team:
- Copywriters: Anushka Nayak, Niyati Parab, Tamara Hendricks
- Art Direction: Mrinalini Dixit
- Concept & AI Integration: Jayendra Katti
Agency:
- Creative Director: Amey Chodankar
- AI Image Upscaling & Mastering: Prasad Baggi, Murthy Baggi
Conclusion
Duroflex’s collaboration with Myntra marks a groundbreaking shift in how sleep is perceived—elevating it from a basic necessity to an essential part of fashion, self-care, and lifestyle. By launching during Myntra’s Birthday Sale and leveraging AI-driven storytelling, luxury-inspired advertising, and a trend-savvy marketing approach, the campaign ‘Sleep Great to Look Good’ redefines the link between quality rest, confidence, and personal style. This partnership not only strengthens Duroflex’s position as an aspirational lifestyle brand but also sets a new benchmark in innovative sleep marketing, proving that great sleep is the ultimate style statement.
