afaqs!

Sleepwell appoints Rediff as its creative agency

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | October 22, 2008
The Delhi branch won the account after a multi-agency pitch for both the creative and media duties

Rediffusion & #BANNER1 & # Y&R Delhi has won the creative duties for Sleepwell mattresses after a multi-agency pitch. The agencies that participated in the pitch were TBWA India, O&M, Response and Oxygen. The size of the business is estimated to be Rs 15 crore.

The media duties were awarded to TME, the media arm of Rediffusion Y&R. Sandeep Madan, executive vice-president, Rediffusion Y&R, told afaqs!, "Due to the nature of the product, we will use traditional media to promote it. The media mix will essentially be television, print and outdoor."

Sandeep Madan
A promotional campaign for Sleepwell has been released, but the main campaign will come out in November. Since the agency is still working on the main campaign, Madan refused to divulge any details about it.

Rakesh Chahar, chief executive officer, Sleepwell, says, "The understanding of the category, approach and creative representation by Rediffusion was distinctive. Over and above that, the commitment and passion which the team demonstrated in each interaction left an impression on us."

Sleepwell was launched in 1994 and is a well known player in the mattress sector in India.