| Title | Album CD |
| Agency | Y&R, Delhi |
| Campaign | Sleep |
| Advertiser | Sleepwell Mattress |
| Brand | Sleepwell Mattress |
| Posted | November 2010 |
| Business Sector | Home Furniture |
| Philosophy | The tone of the communication is humorous, but at the same time provocative, as it jolts people into taking notice of the importance of sleep. It harped on the feeling of almost being in a perpetual hangover that a lot of people would connect to. The series of commercials showcased the silly mistakes people make, as a result of not having had proper sleep. |
| Problem | For the brand Sleepwell, we figured that instead of the mattress itself, we should focus on what the mattress enables. The consumer is not interested in knowing how many springs or foam per square inch are there in a mattress, he’s interested in how well the mattress allows him to rest & sleep. The conversation around the ‘sleep’ space was what we tapped into: The importance of sleep and rest and recharge in today’s fast-forwarded life. The meaning of sleep was increasingly being de-linked from its quantity to its quality. The insight that we were working on was that lack of proper sleep has its effects. If we don’t sleep well, it affects our level of alertness. And, as a consequence, even simple tasks in our mundane life become difficult to accomplish. And it happens every time with everyone. |
| Media Type | Television & Cinema |
| Creative Team | Abhinav Pratiman |
| Creative Team | Daniel Z Upputuru |
| Director | Vinil Mathew |
| Production Company | Foot Candles |
| Producer | Swadha Kulkarni |
| Account Planner | Kushagra Bhatnagar |
| Music Director | Amar Manglurkar |