Q] How did the ‘Airboost’ campaign come about?
The genesis of ‘Airboost’ is much bigger than a campaign or product story. Duroflex is over 60 years old and one of the largest sleep and comfort solution-providers in the country. Over the last few quarters, however, we realised there has been a genuine shift in how consumers live their daily lives.
Our research about a year and a half ago showed that stress has become a baseline. It cuts across segments—office workers, frequent travellers, and even homemakers experience it in different forms. What many don’t realise is that stress manifests physically—muscle tightening, knotting, lower back pain and leg pain are often linked to it. This made it important for us to rethink both communication and product design.
Q] Can you explain the science behind ‘Airboost’ and the problems it aims to address?
Duroflex has always focused on bringing science into its products, which led to the positioning ‘designed to de-stress.’ Based on our research into consumer psychology and sleeping patterns, we identified three core gaps: postural adaptation, breathability and energy restoration. During six to eight hours of sleep, the spine needs to remain in its natural shape, requiring proper support. The body also needs to cool down to enter the thermal neutral zone for deep sleep. The third factor is tossing and turning, which, if not supported well, ends up burning energy instead of conserving it.
That is where ‘Airboost’, with its AirKnit technology, comes in. It enables postural adaptation and offers three times more breathability than other mattresses, supporting better energy restoration—almost as if air has been knitted into the structure.
Q] Tell us more about the brand narrative
Once we had a clear, science-led solution, the next step was to go back to Virat Kohli, our long-time ambassador. He epitomises fitness and understands the importance of deep sleep and recovery. We wanted communication that acknowledges persistent stress, but shows that choosing ‘Airboost’ can help manage it.
Q] March 13 marked World Sleep Day. What campaigns did you plan around it?
At this point, our most important mandate is to reach consumers and help them understand how to evaluate the sleep they are getting. On World Sleep Day, we drove messaging urging consumers to prioritise sleep. With six in ten Indians getting under six hours of sleep, children in parts of southern India facing acute sleep deprivation, and sleep patterns shifting across life stages, we amplified these insights across channels to build awareness.
Q] Duroflex seems to be moving from selling mattresses to championing recovery—what’s driving this shift?
This goes back to understanding why sleep or mattresses have traditionally been seen only as comfort solutions. They are much more than that. In India, the category is now at the cusp of significant growth. Earlier, as a society, we did not pay as much attention to what sleep can do for us.
When we studied our consumers across cities such as Mumbai, Delhi, Bengaluru, Chennai and Tier-1 locations like Mysuru and Chandigarh, we realised that the primary reason people go to bed is to recover from stress. How often people say, ‘sleep over it!’ When we are under stress, our thinking power declines and decision-making becomes difficult; physical discomfort also starts building up.
When we say we will sleep over it, we are essentially asking the body to rest and return to equilibrium so that thinking and recovery can happen naturally.
Sleep has always been essential; we simply did not frame it that way. Once we identified this insight, it helped us reframe the category from being purely about comfort to being about sleep science and restoration. As a responsible brand, we felt it was important to help consumers understand the value of restorative sleep, which led us to the narrative—designed to de-stress.
Q] Do you think modern consumers are more mindful of stress and health indicators?
Health awareness has increased significantly, and sleep is becoming a key part of that conversation. Since the launch of ‘Airboost’, consumers visiting our stores or interacting with us online are asking more specific questions—about how the ‘AirKnit’ structure supports spinal alignment, reduces pain, and the science behind these claims.
They are also asking practical questions: if airflow improves sleep quality, is it equally relevant in colder places like Manali as in warmer cities like Chennai? This shift shows that consumers are increasingly interested in the science of sleep, not just marketing claims—something that is extremely positive for both the society and category.
Q] In Duroflex’s marketing mix, do you focus more on digital or traditional media?
Over the last year, digital has become the key medium for us, although there is no single-channel answer. Categories like mattresses, recliners and motion sofas are not impulse purchases—Indian consumers replace a mattress once every five to seven years, unless there is a life event such as moving homes or expanding the family.
Unlike a packet of chips or a bottle of cola, consumers are not interested in messaging unless they are actively searching for it. Digital helps us reach those who are genuinely researching, making our communication more efficient and personalised, even at the level of specific cities and pin codes.
Referrals are another important factor. Mattress shopping has traditionally been confusing due to technical jargon, so consumers rely on recommendations from friends, family or colleagues. Word-of-mouth therefore plays a crucial role. Our stores are rated close to 4.8 on Google across India, and our ratings on Amazon and Flipkart are above 4.5—reviews that build credibility, with digital helping amplify that trust.
Q] How is Duroflex engaging with Gen Z consumers?
For Gen Z, we have ‘Sleepyhead,’ a brand tailored to their lifestyle and price expectations. Products like sofa-cum-beds are especially popular among those living in compact or shared spaces, offering flexibility when guests visit.
In contrast, Duroflex caters to larger homes with different needs. Our smart beds, for instance, allow independent adjustment on each side—so one person can watch TV while the other sleeps—making them ideal for multifunctional bedrooms in metro markets.
Q] How do you see the mattress market evolving in India over the next five years?
The category is already at the cusp of strong growth and is expected to grow at double-digit rates over the next few years. One major driver will be the shift from non-branded to branded mattresses. Today, nearly 40 per cent of mattresses in India are still non-branded, and this gradual transition will contribute significantly to market growth.
The second driver is rising health awareness. As consumers become more conscious about sleep and recovery, they will increasingly look for scientifically designed products.
Lifestyle changes will also play a role. We are seeing the beginnings of a convergence between traditional sleeping surfaces and living-room furniture—for instance, motion sofas that allow consumers to spend several hours comfortably in the living room, almost like a hybrid between a sofa and a recliner.
Urbanisation, rising disposable incomes, and exposure to global lifestyle trends through social media will further accelerate adoption. As awareness around sleep, restoration and recovery deepens, categories like ours will continue to grow.
PROFILE
Ullas Vijay, CMO, Duroflex is a marketing leader with over 15 years of experience spanning lifestyle, fashion, sports, and food categories. In his current role, he is leading the shift from a heritage brand to a modern, human-first comfort ecosystem. Formerly, at Bata India, he played a pivotal role in driving market share through impactful campaigns such as ‘Surprisingly Bata,’ while also leading key initiatives like the brand’s sneakerisation strategy and the launch of Floatz.
Over his career, Ullas has received multiple industry accolades, including the Effie Awards and Maddies, for marketing excellence and effectiveness.
ABOUT THE BRAND
Duroflex is one of India’s top three mattress companies, backed by over six decades of expertise in sleep and comfort solutions. Its diverse portfolio spans mattresses, sofas, recliners, and accessories, anchored by Duropedic—an orthopaedic range recommended by NHA doctors. With a strong retail footprint of 73 COCO (Company-Owned Company-Operated) stores and a network of over 5,000 partners, Duroflex continues to expand its omnichannel presence.
Facts
Creative Agency: Enormous
PR AGENCY: Adfactors PR
