Duroflex launches new campaign with Alia Bhatt

With the arrival of the new year, people have made or are making resolutions that would help them make positive changes in their lives. Duroflex, a sleep solutions brand, took this opportunity to show consumers a smart investment that would be a great step towards their new resolutions. Their latest “No More Useless Kharcha” campaign kicked off with a video with their National Brand Ambassador Alia Bhatt, where she calls out all the wasteful spending we’re tempted to incur to boost our social credibility, but instead, a wise investment would be in good sleep by investing in sleep essentials instead.

Duroflex channeled the campaign through Instagram, keeping in mind the appeal of the platform and its reach to young audiences, who were the primary target audience for this campaign. The sleep solutions expert collaborated with four millennial content creators known for their witty style and humorous way of delivering serious messages. Creators like Anu Karagada, Shubham Jadhav, Nirmal Pillai and Abhishek Kumar have also helped spread this message through their channels.

Speaking about the campaign, Smita Murarka, CMO, Duroflex, said, “Our main goal with this campaign was to get young audiences to see sleep essentials as a smart investment. We have thus collaborated with young creators who have beautifully conveyed the message and helped their followers to think about a daily essential that we do not think much about. This is another effort in our mission to help India sleep better.

The brand also created the #NoMoreUselessKharcha hashtag for this campaign and continued to populate it with supportive content with its internal campaign as well as the user-generated one.

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