In a strategic move, Sheela Foam, the parent company of the renowned mattress brand Sleepwell, has undergone a strategic rebrand to capitalize on this evolving landscape. The rebranding efforts aim to position Kurlon as a frontrunner in the market, targeting modern consumers and expanding its distribution footprint. Let’s explore more about this rebrand.
The Birth of a New Identity
Sheela Foam acquired a 94.66 percent stake in Kurlon Enterprises Ltd, a 60-year-old brand, for Rs 2,150 crore in August 2023. Following this acquisition, has Kurlon undergone this significant rebranding, emerging as Tyger Capital and Tyger Home Finance, respectively. The new brand name and visual identity were unveiled by Gaurav Gupta, Founder, Managing Director, and CEO, reflecting the company’s commitment to empowering entrepreneurs, borrowers, and homeowners with convenient and immediate access to financing. With this, Sheela Foam aims to drive consolidation within the industry, recognizing the potential for growth and expansion. By leveraging the strengths of Kurlon and Sleepwell, the company seeks to expand its distribution footprint and capture a larger market share.
Separating Kurlon from Sleepwell
The modern mattress market is characterized by a high degree of fragmentation, with a substantial portion of the category being unorganized. Despite being a direct competitor to Sleepwell, Kurlon operates separately and has its key markets. The rebranding and positioning strategies for both brands are distinct, with a focus on different consumer franchises and unique communication strategies. Also, Kurlon’s expertise in coir mattresses and Sleepwell’s popularity for foam-made builds further differentiate the two brands.
Conceptualization and Campaign
The rebranding campaign, conceptualized and created by Ogilvy India and spearheaded by the agency’s Chief Creative Officer Piyush Pandey, has introduced two new ad films. These films unveil a new logo and the all-new tagline “Life Banegi Hula Hula.” The brand’s new visual identity, including the logo and colors, symbolizes a modern and contemporary approach, aiming to resonate with modern cohorts of consumers, particularly millennials and Gen Z.
Connecting Comfort with Lifestyle
The new tagline “Life Banegi Hula Hula” reflects the brand’s aspiration to create a connection between a quality mattress and a healthier lifestyle. The ad films feature protagonists dancing on their beds to the tunes of the new ‘Hula Hula’ jingle, emphasizing the idea of celebrating a good night’s sleep. This creative rendition aims to present mattresses as venues for comfort, joy, and a healthy lifestyle, aligning with the evolving usage of beds and mattresses beyond just sleeping.
Brand Buzz with ICC T20 World Cup
Tyger Capital and Tyger Home Finance are leveraging the ongoing ICC Men’s T20 World Cup for advertising, starting with the highly anticipated India versus Pakistan match. The campaign will span across TV, digital, and below-the-line (BTL) touchpoints, including a total revamp of Kurlon’s retail presence. This strategic move aims to create a brand buzz and engage with a wider audience during this high-profile sporting event.
Anticipating Product Overlap and Expansion
The acquisition of Kurlon by Sheela Foam anticipates an overlap of product and technology in both brands. The company is looking to expand Kurlon’s retail footprint and aims to sell Kurlon through 3000-4000 outlets across the country. This expansion strategy reflects the company’s commitment to consolidating and expanding the category, which is crucial for the growth of the modern mattress market. ICC Men’s T20 World Cup for advertising, starting with the highly anticipated India versus Pakistan match. The campaign will span across TV, digital, and below-the-line (BTL) touchpoints, including a total revamp of Kurlon’s retail presence. This strategic move aims to create a brand buzz and engage with a wider audience during this high-profile sporting event.
Bottom Line
As Kurlon sets out on this rebranding journey, embracing a contemporary identity while honoring its legacy, the “Hula Hula” campaign promises to be a vibrant celebration of healthy living and joyful moments – a rhythmic invitation to the millennial and Gen Z generations to experience the brand’s renewed energy. Kurlon’s strategic rebranding represents a pivotal move in the mattress industry, signaling a shift towards capturing the attention of modern consumers and expanding its market presence. With a focus on differentiation, product development, and consolidation of the mattress category, Kurlon is well-positioned to emerge as a game-changer in the industry.
Also Read: Less Waste, More Wow: Kindred Black’s Sustainable Rebrand
