Sleepyhead, the furniture and sleep solutions brand from the Duroflex Group, has launched an interactive city-wide treasure hunt in Bengaluru, transforming the city into a large-scale playground for consumers. The activation combines digital engagement, creator-led content, and real-world experiences, offering participants a chance to win a complete living room setup worth ₹2 lakh.

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Designed to move beyond traditional advertising, the campaign is built around Sleepyhead’s “Dopamine Comfort” philosophy and aims to create deeper consumer engagement through participation and discovery. The initiative reflects a growing trend among brands to leverage experiential marketing as a way to connect with younger audiences.

The treasure hunt begins online, with participants required to decode clues hidden within Sleepyhead’s social media content. From there, the experience extends into the physical world through a series of challenges and checkpoints spread across Bengaluru, including visits to Sleepyhead retail stores. QR code-enabled touchpoints and an automated digital journey help seamlessly connect the online and offline elements of the campaign.

Adding to the excitement is Bengaluru-based content creator Dumbo (hey.dumbo), who serves as the face of the initiative. Known for his challenge-driven content and strong appeal among younger audiences, the creator plays a central role in driving participation and engagement throughout the campaign.

As contestants progress through the hunt, they encounter a series of tasks and clues leading to the final hidden prize. The activation also serves as a showcase for Sleepyhead’s product portfolio, including mattresses, sofas, recliners, and home furnishings.

Following its debut in Bengaluru, Sleepyhead plans to expand similar community-focused experiences to other markets, reinforcing its focus on experiential and culture-led consumer engagement.