Kurlon has appointed Tonic Worldwide as its digital marketing partner following a multi-agency pitch. The agency has been tasked with handling the brand’s digital marketing mandate and strengthening its digital presence.
The partnership has focused on enhancing Kurlon’s digital narrative and engaging with consumers through digital platforms. Tonic Worldwide has been assigned the responsibility of developing digital strategies aimed at maintaining the brand’s relevance among modern consumers while building on its long-standing market presence.
Founded in 1962, Kurlon has built its presence in the mattress category with a portfolio that includes rubberised coir, latex, foam, spring, orthopedic and other sleep solutions. The brand has served more than 10 million customers across India.
The account has been managed from Tonic Worldwide’s Delhi office.
Speaking on the association, Puneet Gulati, CMO, Sheela Foam (Kurlon), said, “India is witnessing a strong transformation in the sleep mattress category, supported by rising incomes, urbanisation, and real estate expansion. On the consumer side, premium spending is growing due to increasing wellbeing consciousness and sleep health becoming a mainstream conversation. We are determined to translate Kurlon’s widespread equity and brand love into a fresh vocabulary for the digital-first consumer, creating the kind of relevance and excitement that meaningfully accelerates the brand’s growth.”
Unmisha Bhatt, Co-Founder and Chief Strategy Officer, Tonic Worldwide, remarked, “Kurlon is an iconic brand with tremendous equity, backed by product excellence and a legacy of innovation. As the modern consumer becomes increasingly sleep-conscious and takes an active role in product consideration, our role is to translate that legacy into modern relevance. Powered by data-driven insights from our marketing intelligence platform, we will craft robust digital strategies that connect Kurlon with new-age buyers and drive measurable impact across the end-to-end growth funnel.”
