Lullabies & Bedtime Tales: How mattress manufacturers are tapping audio advertising methods

Social Samosa takes a take a look at how mattress manufacturers have been more and more banking on the ability of audio, integrating it into their social media technique to advocate wholesome sleep amidst the youthful demographic

Regardless of whether or not one was taking a look at Indian or international contexts, lullabies and tales have been perpetually related to nighttime routines — particularly regarding youngsters. When speaking with adults, this provides a layer of nostalgia and recollection of the innocence and comforts of childhood. Enjoying on these sentiments, mattress manufacturers have not too long ago launched quite a lot of audio-led campaigns to forge connections with potential prospects. They discuss in regards to the significance of sleep in addition to facilitating wholesome sleeping patterns. We check out a few of the advertising methods at play on the social media pages of mattress manufacturers.

Lullabies & Sounds of Sleep

On the event of World Sleep Day 2021, Duroflex launched the primary season of Sounds of Sleep, a digital music expertise exploring the position of music as a sleep help. It’s a curated assortment of common regional lullabies from throughout India celebrating and reviving one of many oldest pre-sleep routines. Hosted by movie & theatre actor, philanthropist, and mom Kalki Koechlin, the six episodes of the primary season will function outstanding Indian singers like Monali Thakur, Shilpa Rao, Chinmayi Sripada, Sanah Moidutty, Shalmili Kholgade, Geetha Madhuri.

“Our earliest reminiscence of sleep music are the lullabies that our dad and mom or grandparents used to sing whereas rocking us to sleep. At the same time as an grownup music is an effective way to calm down the thoughts and physique, making it an enriching pre-sleep routine. We wished to return to our roots, celebrating this sleep routine custom from varied components of India and curate it digitally for the comfort of new-age millennial dad and mom,” says Smita Murarka, Vice President – Advertising & E-Commerce, Duroflex, explaining the property.

Comfortable Sleep Tales

Nilkamal, a legacy model of plastic merchandise producer, not too long ago determined to increase its portfolio with a sleep options model. Doctor Dreams is a digital-first model aimed to supply a ‘Comfortable Sleep’ to a youthful demographic. They’re actively working with content material portals and influencers to forge connections with their meant goal teams. One of many important content material codecs being leveraged by them is Comfortable Sleep Tales – IGTV movies of bedtime story narrations in English and Hindi. The model had collaborated with the Fever Community (Fever FM, Radio Nasha and Radio One) to co-produce these tales for his or her content material part known as Snooze Zone. BTS movies have been additionally launched.

Quirky & Comics not too long ago introduced the second season of their Sleep Internship Program. Within the hunt to search out the Skilled Sleeper and promote this system, they collaborated with viral music composer influencer, Yashraj Mukhate. The video confirmed Yashraj diligently getting dressed for work and yawning his approach to the office, solely to later reveal that his job now could be to get 9 hours of uninterrupted sleep each night time for 100 nights. On the core of this original-content led technique is the intent to advertise the advantages of a superb sleeping sample.

“At, we imagine in creating content material that makes folks smile whereas additionally bringing to mild the necessity for sleep and residential wellness,” says Chaitanya Ramalingegowda, Director and Co-founder of

To take action, the model has been actively working within the content material house. They’ve been launched a YouTube channel to supply and launch quirky content material round sleep options. These movies are usually not instantly promotional in nature however do embody parts like mattresses within the narrative prominently.


In an try to attach with shoppers on social media and get them concerned within the model’s bigger communication technique, Centuary India launched Songs About Sleep. Right here, they’re inviting folks to document a video of them singing a music with the phrase neend or sleep in it. The minute-long video must be then uploaded on-line, submitted with the model being tagged within the publish. The content material noticed a number of entries of individuals singing outdated Bollywood songs. The model has additionally collaborated with Deepa Kiran, Founder, Story Arts Basis, to co-create Sleeptime Tales.

Final yr, beneath the restrictions of the lockdown, audio and voiceovers had turn into an much more highly effective software for manufacturers to create participating content material for social media. Mattress manufacturers appear to have made essentially the most of it to increase the scope of their advertising methods — they can create unique content material, collaborate with influencers in addition to nudge folks to place up user-generated content material. These efforts are serving to them aurally join with shoppers — and keep linked nearly lengthy sufficient to doubtlessly live performance results in gross sales.

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