Sleepwell, a brand owned by Sheela Foam Industries, has chosen the Korean agency network Innocean Worldwide to look after its creative duties. The multi-agency pitch, which took place in November, involved agencies such as Mudra, Crayons, Triton, Vermillion, Apple, Everest, Infinity and Indus.
Sleepwell is one of the leading brands of mattresses and comfort accessories, with a strong market presence in India. The company is aiming to take its communication strategy to the next level. Retail presence is being ramped up nationwide. Retail branding is being standardised, along with a new look and feel to the product packaging.
Confirming the news, Manoj Sharma, marketing head, Sleepwell says, "Our brand has built tremendous traction and we are looking at consolidating our leadership position in the future. We evaluated agencies from the point of view of strategic clarity and creative capability, along with an intent for long-term partnership. We chose Innocean since their ideas and approach suited our overall vision."
Vivek Srivastava, joint managing director, Innocean, says, "It is a good way to begin the year. The brief from Sleepwell was a challenging one. It aimed at arousing consumer interest in a low involvement, yet high-utility product. The IWI team, in consultation with the marketing team at Sleepwell, has been able to tap consumer signals that will surely yield medium to long-term dividends for the brand". The brand has been quite visible across the print and television media and is one of the leaders in terms of media spends.