Sunidra Mattress, one of Kerala's leading mattress brands, has launched a new campaign with its agency partner, Toki. The film addresses themes around Kerala’s political climate, with the brief focused on creating a story that speaks to the current context. The track is a lullaby, and the creative is based on many true incidents that the state has observed.
The campaign is built on an insight around Kerala’s political landscape, where big promises and ambitious visions do not always translate into reality. Election seasons often bring declarations and propositions, while the impact is ultimately felt by voters.
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This insight 'Sleep better. Rise for the nation' informed the creative direction. As a mattress brand centred on the importance of good sleep, Sunidra connects the idea of leadership with rest and clarity. The campaign puts forward the thought that good leaders need good sleep and rest to rise better and lead better.
“We were really excited about this idea. And there was no better time to launch this campaign as the state assembly elections are around the corner. The feedback on the campaign has been really encouraging,” said Anjo Jose Kandathil, Co-founder of Toki.
“What we really liked about the campaign was how simple and strong the idea is. It’s something that has the potential to grow & can be expanded in many directions. While it supports the brand, it also gently nudges leaders and society to think about the role good rest plays in better decisions,” said Shereen Navas, Managing Director of Sunidra Mattresses.
The campaign film has been produced by The Filmy Joint and directed by Mridul Nair.
