Duroflex has established a pioneering partnership with Myntra, becoming the first mattress brand to be featured on the fashion and lifestyle platform. This strategic collaboration, launched during Myntra’s Birthday Sale, introduces the innovative campaign ‘Sleep Great to Look Good,’ which positions quality sleep as an essential component of personal style and overall wellness.

Unlike previous associations with transaction-focused platforms such as Amazon and Flipkart, this partnership with Myntra represents a paradigm shift, elevating sleep from a mere necessity to a lifestyle choice. The collaboration effectively highlights the intrinsic connection between restorative sleep, confidence, and stylish appearance.

The comprehensive campaign features sophisticated outdoor advertisements in Bangalore that draw inspiration from luxury fashion brands, emphasizing sleep’s crucial role in personal aesthetics. The marketing initiative encompasses AI-generated video advertisements and engaging social media content, with enhanced visibility across Myntra’s platform and other digital channels.

Sridhar Balakrishnan, CEO of Duroflex Group, commented, “This category-first move redefines consumer perception of mattresses through immersive storytelling, positioning them as lifestyle choices rather than mere necessities.”

Ullas Vijay, CMO of Duroflex, added, “Our AI-powered campaign brings a fresh perspective by thoughtfully integrating sleep into the world of self-care and style, engaging with trend-conscious consumers while strengthening our lifestyle narrative.”