This World Sleep Day, two leading mattress brands—SpringFit and Duroflex—launched contrasting campaigns to spotlight the importance of quality sleep. While Duroflex kept it light and quirky, SpringFit opted for a more emotional and thought-provoking narrative. Here’s how the two brands took different creative routes to promote sleep wellness.
Duroflex – #YawnOffSleepOn
Building on the universal sign of sleep deprivation—yawning—Duroflex crafted a fun and engaging campaign to raise awareness about the need for better sleep. The brand encouraged users to participate by sharing their funniest yawning videos using the hashtag #YawnOffSleepOn. Winners stood a chance to receive premium mattresses and be featured on Duroflex’s social media channels.
With actor and influencer Ayush Mehra amplifying the message, the campaign struck a chord on digital platforms, garnering over 6.8 million views and 4.2 million engagements. To further drive participation, the brand offered exclusive World Sleep Day discounts and showcased a special video featuring 10 lucky winners from across India.
SpringFit – #AbToSoJa
SpringFit took a more introspective route with its #AbToSoJa campaign, flipping traditional roles to highlight a growing modern-day concern—smartphone addiction at bedtime. The campaign posed a powerful question: if children are expected to sleep on time, why aren’t adults leading by example?
The highlight was a 1.5-minute music video where kids sing lullabies to their parents, urging them to sleep instead of scrolling through social media. The ad tackled the negative impact of late-night screen time and emphasized how digital habits are leading to chronic sleep deprivation.
Developed by ICE Media Lab, the campaign was rooted in strong data—India’s monthly data consumption averages 12GB, with users watching 70+ minutes of video daily, mostly at night. SpringFit rolled out its campaign gradually with quirky creatives and relatable social posts before launching the main video, followed by GIFs and animated content nudging users to “switch off and sleep.”
Experts Weigh In
Rohit Raj, Co-founder & Chief Creative Officer, The Glitch:
“Both campaigns addressed sleep in fresh ways, but SpringFit’s concept of kids putting adults to sleep was particularly striking. However, the brand connection didn’t land as strongly. Duroflex, on the other hand, nailed the brand recall—every yawn now reminds you of them.”
Shourya Ray Chaudhuri, Managing Partner & Creative Head, Tonic Worldwide:
“SpringFit’s message hits home with a strong insight around tech-induced sleep disruption. Though the execution could be sharper, the role-reversal angle is impactful. Duroflex’s campaign felt more like a gimmicky contest.”
Chirag Gander, Co-founder, The Minimalist:
“Duroflex delivered a short, memorable video with a simple, effective message. The campaign’s participatory format builds trust while spreading awareness. SpringFit’s campaign, though meaningful, might be a bit too long for today’s attention spans.”
The Verdict
Both campaigns took insightful approaches to promote better sleep habits. Duroflex stood out with its high engagement, strong brand recall, and interactive approach, while SpringFit delivered a deeper, more emotional narrative highlighting a modern parenting paradox.
In the end, the winner depends on what moves you more—a relatable social experiment or a fun community-driven activation. Either way, both brands succeeded in putting sleep back on the conversation map this World Sleep Day.
