Agency to lead full-funnel brand building across digital and traditional platforms

Following a multi-agency pitch, Famous Innovations has been appointed the creative agency on record for Nilkamal Sleep, the mattress and sleep solutions division of the iconic Indian furniture brand, Nilkamal.

The agency’s scope of work includes end-to-end brand building, spanning strategic brand positioning, campaign planning, visual identity design, and content systems across both digital and traditional media.

Manish Parekh, Joint Managing Director, Nilkamal, said:
“We are delighted to welcome Famous Innovations as our creative partner for both mainline and digital advertising. Their sharp strategic thinking and bold creative reputation align perfectly with our ambitions for Nilkamal Sleep. We look forward to a journey filled with impactful storytelling and breakthrough campaigns that elevate our brand to new heights.”

The partnership aims to craft a distinct and emotionally resonant brand world-one that feels warm, intuitive, and aligned with the modern sleep habits and lifestyle aspirations of urban Indian consumers.

Shiv Sethuraman, Chief Transformation Officer, Famous Innovations, added:
“Nilkamal is a brand many of us grew up with, and we’re thrilled to help shape its next chapter in the sleep solutions space. This is a rare opportunity to build a brand that goes beyond selling mattresses and champions better sleep as a lifestyle. We look forward to blending sharp strategy with creative ambition to make Nilkamal Sleep truly relatable.”

The agency’s first integrated campaign is scheduled to roll out later this year. The focus will be on building visibility while forging deep emotional connections across touchpoints-digital platforms, retail environments, and real-world experiences.