Premium mattress brand, Centuary Mattress has rolled out its latest marketing campaign entitled “Choice of Champions” across television and digital platforms featuring its flagship variants MyPowerMatt mattress and Orthopaedic mattress. The 30-day campaign slated to run till the end of September, will target key markets including Andhra Pradesh, Telangana, Odisha, Tamil Nadu, Kerala, and Karnataka. The campaign is designed around the unique features and superior performance of the said products.
The ad film will feature sports personality and brand ambassador of Centuary, Sania Mirza, to communicate the role of better sleep in leading an active and healthy lifestyle. Through the campaign, Mirza will share her experience with various Centuary Mattress products, highlighting their multifarious advantages for healthy sleep and life.
Detailing about the campaign, Uttam Malani, executive director, Centuary Mattress, said, “We are thrilled to launch our latest campaign titled “Choice of Champions” with Sania Mirza, whose own story & ideals are aligned with our core values, creating an unmatched synergy that will boost our brand message across our target audience. We are creating films that are relatable and informative, with the intent to boost sleep awareness through our most-loved products. We believe that this campaign will help us maximize audience connect and sales.”
He added that the brand wanted to capitalise on the relationship it has built with Mirza over the past few years, and bring a continuity in communication when they decided to have all the ads feature her. Additionally, while the different ad films feature different products, the presence of Mirza will lend continuity, helping build resonance with the brand itself, he said.
The mattress industry has ramped up its communication strategy at large with brands like Duroflex and the Sleep Company roping in Alia Bhatt and Anil Kapoor respectively for their campaigns. The category, which still has a large quantity of unorganised players, is seeing a shift as more players enter, and get aggressive in the organised sector.