Kurlon, the mattress brand, has recently revealed a revitalized brand identity under the guidance of Sheela Foam, with the intention of captivating the loyalty of existing customers as well as attracting a new wave of consumers.
Nilesh Mazumdar, the CEO of Sheela Foam, highlighted the significant strategic value of this brand rejuvenation by expressing, "Kurlon holds a prestigious heritage as a brand and has been a trailblazer in introducing the concept of contemporary mattresses in India. Upon acquiring the brand, we recognized its robust reputation and loyal customer base.
The 60-year-old brand is embarking on a noteworthy endeavor with its latest initiative, encompassing a refreshed logo and an innovative campaign.
This undertaking signifies a momentous milestone for the brand as it strives to broaden its market reach and exceed the Rs.1,000 crore revenue benchmark.
Mazumdar elaborated that, today, a fresh group of consumers, known as millennials or Gen-Z consumers, were introduced to the world of mattresses and modern bedding for the first time. It was crucial for us to remain engaged with this audience while upholding the loyalty and reputation with our current consumer base.
Piyush Pandey, the Chief Advisor at Ogilvy India, provided insights into the creative process behind the transformation of Kurlon's image. Pandey mentioned that the project brief was refreshingly broad, allowing for creativity to flourish. The team was challenged with capturing the core values of Kurlon - a combination of comfort and support - and infusing it with a new, fun appeal.
Pandey recalled about finding inspiration in childhood memories, particularly the delightful movement of a hula hoop. He humorously referred to it as a 'hula hula moment,' envisioning Kurlon mattresses not only as ergonomic wonders but also as sources of pure pleasure.
Copyright © 2024 HomesIndiaMagazine. All Rights Reserved.
