MUMBAI: The new campaign of Orthogel Mattresses created by Water Brand Consulting aims to redefine comfortable sleep. It showcases Orthogel, the new range of mattresses by Foam Home made with advanced gel technology developed by Bayer, Germany.

The campaign draws attention towards Orthogel’s focus on comfort and ergonomics to create a tridimensional support system in their mattresses that perfectly distributes body weight, eliminates pressure points, creates a zero bounce effect and maintains perfect alignment to make one feel weightless.

The creative team has hinged their communication proposition on the `weightless’ concept. A series of print campaigns have been designed for the first phase which will be extended in diverse media including new media.

Water Brand Consulting founder and director Vandana Sethi said, “It needs soft comfort to ease a hard day’s night and this could be best expressed through the concept of ‘weightlessness’. Besides, going forward, this central thought would not be disturbed as we explore deeper insights into sleep solutions creatively.”

Foam Home CEO Sabina Bhanpurwala said, “The creative solution offered by the team at Water was sound and the premise was clear. The communication was completely in sync with our idea and visually convincing.”