Sleepyhead has launched a city-wide treasure hunt campaign in Bengaluru, inviting participants to solve clues, unlock rewards and compete to win a living room setup worth ₹2 lakh hidden at a secret location in the city.
The campaign has combined digital and physical touchpoints, allowing participants to move through a series of challenges and clues across online platforms and Sleepyhead’s retail stores in Bengaluru. The initiative has aimed to increase consumer engagement through interactive participation and product discovery.
The treasure hunt has begun with a clue hidden in Sleepyhead’s pinned Instagram reel and has featured Bengaluru-based content creator Dumbo (hey.dumbo) as the face of the campaign. Participants have been guided through multiple stages of the hunt via social media, digital platforms and offline locations.
The campaign has incorporated QR-code-based entry points and an automated digital journey that has connected online and offline experiences. Participants reaching the later stages of the competition have taken part in physical challenges designed to help them uncover additional clues leading to the final prize.
Through the activation, Sleepyhead has showcased its product portfolio, including mattresses, sofas, recliners and home furnishings. The company has stated that Bengaluru is the first city for the initiative and that similar community-led experiences are planned in the future.
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Ullas Vijay, Chief Marketing Officer, Duroflex Group, said, “Customers today, especially Gen Z, are looking for experiences they can actively participate in rather than simply consume. With this treasure hunt, we wanted to create something that moves beyond conventional marketing and brings people together through curiosity, adventure and shared moments. The activation also showcases the breadth of our offerings, from mattresses, sofas, recliners to home furnishings, through an experience that blends product discovery with participation.”
