Duroflex: Comfort for those who need it

Rajesh Sharma, Akhilesh Nath, Vedabrata Rao

Duroflex ran a multi-channel campaign targeting newly-weds in India to drive growth, increase premium mattress sales and build brand differentiation and preference.

Campaign details

Brand: DuroflexBrand owner: Duroflex Pvt. Ltd.Agency: McCann WorldgroupMarket: IndiaIndustries: Furnishings & fittingsMedia channels: Online display, Point-of-purchase, in-store, Social media, TelevisionBudget: 5 - 10 million

Executive summary

Duroflex competed against a number of strong mattress brands without the media muscle, presence or saliency to match them. Moreover, consumers considered the category once every 10 years. Consumer insight research helped to understand and redefine a mattress’s role in people’s lives.

The insight was that a bed is not just a comfortable sleep destination, but a comforting sanctuary...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands