MUMBAI: Duroflex has rolled out a campaign to announce the launch of its latest range – Energise. The campaign will be rolled out nationally and, apart from TV, the brand also has plans to have a campaign spread across outdoor, print and digital. 

The Energise range of mattresses, has been developed specifically for people who lead an active lifestyle. It comes with a unique Active NRG Layer, which helps one get an active sleep at night so that the consumer wakes up energized. To support this claim, the brand has come up with the campaign ‘Ready for Tomorrow' which has been conceptualized and developed by Bangalore based Happy mcgarrybowen, the creative agency from the Dentsu Aegis Network.
The film has been produced by Nirvana Films and directed by Prashant Madan.

Duroflex director - marketing said, “An innovative product like Energise, innately demanded innovative messaging. Happy’s keen sense of consumer insight, creative prowess combined with superior execution has resulted in a creative / TVC that is not just innovative but inspiring, category breaking and captures the essence of Energise."

On the campaign, Happy mcgarrybowen CEO Kartik Iyer said, “It’s always a pleasure when a client gives you a free hand to break the codes of a certain category. I don’t think any brand has looked at mattresses in this way. Innovation lies at the heart of the product."