The Duroflex Sounds of Sleep is a digital music series that aims to take back viewers to their roots with the renditions of old, classic lullabies from different regions of India. Conceptualized and ideated by Sunny Side Up, the digital series of lullabies was co-produced by Lodestar UM Studios and Sony Music.
The Season 1 explored the essential role of lullabies and more importantly, music as a sleep aid, the brand released six lullabies on Duroflex and Sony Music India’s YouTube and social channels. Hosted by Kalki Koechlin, the six-episode series featured prominent Indian singers like Monali Thakur, Shilpa Rao, Chinmayi Sripada, amongst others, singing lullabies from different parts of India in languages such as Tamil, Malayalam, Telugu, Hindi, Bengali, and Punjabi.
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In the next phase of the campaign, content creators will be involved to keep the property alive. On World Music Day, Duroflex launched Sounds of Sleep Sessions, which reaches young upcoming music talents share renditions of their favorite lullabies.
Speaking about the campaign, Smita Murarka, Chief Marketing Officer, Duroflex, said, “As India’s sleep coach, we wanted to go back to our roots, celebrating this sleep routine tradition from various parts of India and curate it digitally for the convenience of new-age millennial parents. The messages and comments by these parents are really heart-warming to see. We couldn’t think of a better platform than World Sleep Day to launch this unique series to create awareness about the importance of healthy sleep.”
Speaking about how the idea was conceptualized, Anand Krishnan, Founder, and Partner, Sunny Side Up, said, “Duroflex as a brand has always stood for good sleep and health for all Indians. With Sounds of Sleep, we intend to revive an old Indian tradition and create pride in our unique regional heritage. We believe that lullabies are a string that connects the mother, her child, and decades of nostalgia. With Sounds of Sleep, we wanted to give the core audience content that will help reinforce our brand within the minds of our audiences in an interesting and innovative content format that they could consume anytime, anywhere.”
Rohit Chopra, Co-Founder, Sunny Side Up, said, “The idea came about, keeping in mind the 28-35 years old young parents who step into parenthood and are always online to look for tips and best practices. We were also looking to target the grandparents who would find it easier to introduce their children to these lullabies. The fact that over 50% of the attention that the campaign has received comes from this is a testimony that our efforts were in the right direction.”
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