Conceptualised by Sideways, the analogy of dough vs bread, comparing Pro Nexa Mattress with memory foam, is both simple and intuitive enough for everyone to understand, and it captures how a body gets stuck in traditional memory foam by depicting it as fingers sinking into dough, highlighting the discomfort and immobility.
Sleepwell’s Pro Nexa Mattress is being launched through a nationwide ad campaign featuring culinary expert Kunal Vijaykar. The campaign showcases the key difference between the Sleepwell Pro Nexa mattress and the memory foam mattress by using the creative analogy of dough versus bread.
Conceptualised by Sideways, the analogy of dough vs. bread, comparing Pro Nexa Mattress with memory foam, is both simple and intuitive enough for everyone to understand, and it captures how a body gets stuck in traditional memory foam by depicting it as fingers sinking into dough, highlighting the discomfort and immobility.
In contrast, the Sleepwell Pro Nexa’s easy body movement is beautifully depicted using the soft bouncing bread, conveying the unparalleled comfort and freedom of movement it offers. Speaking about the campaign, Nilesh Mazumdar, chief executive officer at Sheela Foam, says, “Sleepwell has always been at the forefront of foam and sleep technology. Our relentless pursuit of innovation not only delivers most comfortable sleep but also drives business growth and further solidifies our position as the leader in the sleep industry.” Further elaborating, Abhijit Avasthi, founder of Sideways, says, “The challenge was to bring out this difference in an easy, non-technical and relatable manner. Food and sleep are areas that interest everyone, and that’s why we thought of this metaphor.”
Vivek Sharma, founder of Altivyst Advisors, has been roped in as a marketing consultant for Sheela Foam, where he is helping shape the marketing strategy and organisation. He adds, “Pro Nexa by Sleepwell introduces people to a kind of sleep they have not experienced before and thus, it creates a new need segment by doing this. Nexa is to mattress what touchscreen or flip technology was to mobile phones.”