Sleepwell assigns creative duties to Hakuhodo Percept

The account was won following a multi-agency pitch that included Enormous Brands, The Mob, Synapse and Thinking Folks as contenders.

Sleepwell, the mattress brand owned by Sheela Foam Industries, has chosen Hakuhodo Percept to look after its creative duties. In a multi-agency pitch - that involved strategy, creative and execution plan presentations including digital, BTL and ATL - Hakuhodo Percept emerged as the winner. The other participating agencies in the pitch were Enormous Brands, The Mob, Synapse and Thinking Folks. Equus Redcell was the incumbent agency on the account.

In keeping with brand Sleepwell's philosophy, Hakuhodo Percept will be building further on 'Sleepwell My Mattress', a new concept in the Indian mattress category that, the company claims, 'will change the way mattresses are purchased'. The task for the agency will be to communicate to the consumer the advantages of a Sleepwell mattress over other brands available in the marketplace and create awareness about its different surface feels to suit individual preferences, be it a hard mattress, a medium hard mattress or a soft mattress, all available at the same price point. Plans are afoot towards a 360-degree campaign.

Pooja Malhotra, senior vice president, Hakuhodo Percept, says, "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 appointing Hakuhodo Percept as the creative partner, Manoj Sharma, vice president, marketing, Sleepwell, adds, "We found Hakuhodo very much in sync with the vision that we so passionately pursue for our brand. Their ability to think out of the ordinary and to present a strong differentiating strategy for brand Sleepwell convinced us on the merits of this new partnership."

Sleepwell claims to be number one among the top 10 mattress brands in India. As per available data, the size of the Indian mattress market is estimated at Rs. 5,000 crore, of which the organised market constitutes Rs. 2,500 crore and is growing at 12-15 per cent per annum.