Sleep solutions brand Duroflex has announced its partnership with Myntra, launching the ‘Sleep Great to Look Good’ campaign as part of the e-commerce platform’s anticipated Birthday Sale, which began on March 1, 2025.
With this collaboration, Duroflex has become the first sleep mattress brand to debut on Myntra, integrating sleep into the world of fashion and self-care. The campaign leverages outdoor advertising (OOH) in Bengaluru, immersive AI video-led ads, and social media content to position sleep as a style essential.
Highlighting the unique approach, Sridhar Balakrishnan, CEO, Duroflex Group, stated, “Duroflex’s partnership with Myntra marks a category-first move, positioning sleep solutions in a fashion-first space for the very first time. By shifting from conventional selling methods to immersive storytelling, we are redefining how consumers perceive mattresses—not just as a necessity but as a lifestyle choice.”
Ullas Vijay, CMO, Duroflex, added, “At Duroflex, we believe great sleep is the foundation of both good health and effortless style. With India’s first AI-powered campaign connecting sleep and fashion, we are bringing a fresh perspective to the category. This partnership thoughtfully integrates sleep into self-care and style, catering to a trend-savvy audience.”
