Conceptualised by Sideways, the campaign showcases the key difference b/w Sleepwell Pro Nexa and memory foam mattress by using the creative analogy of dough versus bread.

As part of the mandate, ICD will reposition the brand as a way of a lifestyle brand for contemporary audiences, against the tide of new online brands.

While India is navigating turbulent waters, what should brands do? The COVID-19 crisis is uncharted territory and no brand has planned for it.