Kurl-on’s new campaign highlights the importance of investing in sound sleep

Diwali is the time when this concept of making an auspicious buying dominates consumers’ minds, Kurl-on chose to explore a different route based on a small, yet pertinent, insight: ‘Nothing is more important than good health’ and what better time than the Diwali of 2020.
The brand released a new campaign that the best auspicious investment should be in sound sleep and not in electronic gadgets. Sound sleep heels our bodies, helps build better immunity and leads to good health.
The traditional purchases that consumers and families make during Diwali are driven by decades of subliminal and not-so-subliminal influences from manufacturers of appliances, devices and gadgets — not all of which are for their benefit. In fact, in recent years, this brand push has become loud and shrill, and consumer reaction to it has been almost knee-jerk.
The unspoken implication of this insight is that, in what should be an enlightened festive season, consumers should actually be investing in something that will benefit them, most from a health perspective.
Which hasn’t been the case at all.The latest Kurl-On film attempts to address this void. As India’s leading mattress brand, Kurl-On is all about sound sleep, which is pivotal to better health in the long-term.
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An interesting and rather different concept, the film is totally devoid of a human cast. In the film, this point is driven home via the conversations the newly procured devices have with each other. After boasting about the impact each of them have in their owner’s life, the spotlight finally falls on the worn-out and threadbare mattress, which has been faithfully serving the family for years upon years, but now is on its last legs.The message about making a smart investment — in health — by purchasing a Kurl-On mattress this Diwali, then clinches the entire argument.
Prashant Deshpande, Head, Brand Communications, said, “It’s a very different film and one that brings out the brand message so loud and clear. It perfectly aligns itself to the festive season and all that Diwali stands for — an opportunity to make a useful investment… in health! That goes very well with our brand promise of sound sleep which is the very basis of good health!”
Vandana Sethhi, Founder, Water Communications, said, “During Diwali we tend to look at new purchases through a very narrow perspective — it’s always about gadgets and devices that may add status but not real human value. So, we leveraged this insight to drive home our point that, especially in these difficult times, the best investment you can make at Diwali, is in your health — represented here by a comfortable mattress that ensures sound sleep night after night.”
Water Communications was recently appointed by Kurl-On as its creative and communications agency. It’s a relationship that has hit the ground running with consistent work across the social media landscape, with strategic mainline as well.
Milton Frank, Executive Creative Director, Water Communications, said, “We’re always looking to make creative films. Unfortunately, the general brand film landscape has become too serious, for a variety of reasons. Or if there is indeed a light approach, it degenerates into flippancy. Our intention was to make a light-hearted yet classy film within the serious messaging. I think our idea of not using any human cast, rather personifying appliances and devices, kind of delightfully turns the film on its head and makes it eminently watchable.”
Salil Jason Fernandez, Director of the film, said, “It’s always a delight to make a film that ticks all the boxes. Concept — Tick; Messaging — Tick; Production Values — Tick; Entertaining — Tick; and, oh yes, Classy — Tick. What we set out to achieve, we succeeded in doing. With the support and freedom to explore creativity that the client gave us on this one, I’m already excited about my next Kurl-On film.”