OUR WORK

OVERVIEW

Kurl-on’s journey began way back in 1962 as the first mattress brand in India and it soon evolved into a well-known name in the Indian households, becoming almost synonymous with mattresses. However, over time with new age competitors starting to gun for more market share of the mattress business, Kurl-on wanted to break-free from its image of a traditional brand to be perceived as a more aspirational and relatable one. We identified ‘Sleep’, ‘Health’ & ‘Weddings’ as the top-of-mind category motivators and decided to target them throughout the year.

What we set out to achieve

Kurl-on wanted to establish itself as a thought leader in the market to connect with young consumers. With ample research, we recognized our consumer’s affinity towards good health and leveraged International Yoga Day to advocate the same in the best way possible.