Kolkata: The era of high speed internet
has brought forth a lot of things. It has made things that seemed hitherto
unattainable, possible. With content available in multiple formats and at one’s
fingertips, the content consumption has increased too. But on the flipside,
content consumption in the late evenings and before bed time has led to delayed
and disturbed sleep. In order to address this issue, this World Sleep Day, Duroflex, India’s sleep expert has come up with a
unique digital-first campaign, ‘India’s Sleepiest Page’,
to continue its commitment to helping India sleep better. The brand has brought
on board Sunil Chhetri, one of the
most celebrated players in Indian Football, to help spread the message of
adopting a good sleep routine.
On the occasion of World Sleep Day, Duroflex is championing the cause of helping individuals fight a widespread habit that impact their night’s sleep and overall wellbeing, and spread authentic information in collaboration with credible voices. Night-time scrolling emerged as one of the most common tech habits which negatively impact sleep. The blue light emitted by digital devices disturbs circadian rhythm, stimulates the brain and forces it to feel alert and awake. Consuming exciting content on the internet induces dopamine, the happy hormone and delays sleep. To counter this impact, India’s sleep coach, Duroflex, has launched ‘India’s Sleepiest Page’ campaign where the brand will host a series of unexciting content on its digital platforms to help the audience wind down and prepare for a good night's sleep.
Duroflex has roped in sports
star Sunil Chhetri, a firm advocate of quality sleep, to feature in their brand
film. Chhetri has previously gone on record to talk about the importance of
sound sleep, going to bed early and using no devices in the bedroom. This makes
him a great fit for a brand which understands the importance of sleep and is
devoted to spreading awareness about healthy sleep.The campaign is built on 3
digital films in which one can see Chhetri talking about how consuming exciting
content is not going to help people sleep and that they should rather watch him
do some unexciting stuff that will not energize their brain at bedtime, instead
help them wind down.
Commenting on the digital-first campaign, Mohanraj J., CEO, Duroflex
said, “Everyone wants to sleep better, however, most
need help to get sound sleep. As India’s sleep coach, this World Sleep Day, we
have created a unique offering like India’s Sleepiest Page, which stands true
to our endeavour to get India to adopt good sleep patterns and bridge any sleep
gaps. We are honoured to partner with a renowned sportsperson like Sunil
Chhetri, who will help us forward the objective of this campaign”
In addition to this,
customers visiting Duroflex’s website to scroll and shop at night will receive
an advisory saying ‘shopping late at night is not advisable’. By doing so, Duroflex prioritizes
consumer sleep health over product sales.
The digital film 1 - India's Sleepiest
Page | ft. Sunil Chhetri | Duroflex
The digital film 2 - India's Sleepiest Page | ft. Sunil Chhetri |
Duroflex
No comments:
Post a Comment