Sheela Foam Ltd. has rebranded its mattress brand Kurlon with a new logo and the tagline “Life Banegi Hula Hula” to mark the brand’s 60th anniversary, the company announced in a press release on Monday. The new logo maintains the classic red and white colors but adds a dawn-to-dusk gradient. Along with the logo, Kurlon has updated its packaging across all variants to a modern aesthetic.
This rebranding is being promoted through a multimedia campaign launched this in June month, aimed at gaining momentum during the ICC T20 Cricket World Cup. The campaign will run for five weeks across TV, digital platforms, and below-the-line (BTL) touchpoints, including Kurlon’s retail outlets, the release added. Sheela Foam, which recently acquired Kurlon, is also the parent company of Sleepwell Mattress.
“Kurlon’s new proposition and identity reflect our continuous evolution to meet the dynamic needs of our consumers. This rebranding milestone is not just a visual transformation, but a fresh take on the category itself, where everyone is talking about sleep,” said Nilesh Mazumdar, CEO of Sheela Foam Ltd. The company has two international subsidiaries—Joyce Foam in Australia and Interplasp in Spain. Kurlon boasts 11 manufacturing facilities and a presence in more than 4,500 multi-brand outlets and 500 exclusive brand outlets.
Wakefit.co unveils India’s first AI-Powered sleep solutions
Wakefit.co is a D2C mattress and furniture maker, has introduced the country’s first AI-powered sleep solutions. The company showcased its Wakefit Zense products at an event in Bengaluru, which include Regul8, a mattress temperature controller, and Track8, an AI-powered, non-wearable sleep tracker.
Track8 provides precise and detailed insights into sleep patterns with a discreet sensor sheet placed under the mattress. It uses advanced algorithms to analyze sleep data, creating a personalized sleep profile with insights into sleep stages, respiratory rate, snoring, movement, overall sleep quality and aggregated sleep score. Regul8 uses advanced sleep technology to adjust the mattress’s surface temperature based on personal preferences, allowing users to set temperatures manually between 15°C and 40°C or have it adjusted automatically based on their sleep duration as per the latest sleep research recommendations. “We believe our two new products, Regul8 and Track8, address the sleep challenges faced by Indians,” said Yash Dayal, chief technology officer of Wakefit.
“We aim to make sleep technology seamless in a user-friendly way that does not disrupt everyday life but rather improves sleep quality in a targeted manner.” According to sleep researcher Matthew Walker, insufficient sleep can decrease learning ability by up to 40 percent. The company is now accepting pre-bookings for both products at Rs 499. Regul8 is available at an introductory price of Rs 44,999, while Track8 is priced at Rs 10,499.
Nilkamal Sleep announces Ranbir Kapoor as brand ambassador
Nilkamal Sleep has announced Ranbir Kapoor as its newest brand ambassador, marking a pivotal moment for the company as it strives to revolutionize the mattress industry with its motto, “Thoughtfully Designed for You.”
In a recent press release, the company highlighted this collaboration as a strategic effort to establish Nilkamal Sleep as a meticulously designed sleep solution, especially appealing to a modern audience.
Eashan Parekh, Head of Nilkamal Sleep, expressed enthusiasm about the partnership, stating, “We are thrilled to welcome Ranbir Kapoor to the Nilkamal Sleep family as our brand ambassador. His vibrant personality perfectly aligns with our brand values, and we believe his association will further amplify our message of promoting healthy sleep and unparalleled comfort. With Ranbir’s popularity and connection with the new-age audience, we aim to strengthen our market presence and revolutionize the mattress category, aspiring to become industry leaders within the next two years.”
Kapoor also shared his thoughts on the partnership, saying, “I am delighted to collaborate with Nilkamal Sleep, a legacy brand that truly understands the importance of quality sleep and respects individual sleeping habits. I firmly believe that a good mattress is crucial for enhancing the quality of sleep, and Nilkamal Sleep offers an outstanding range of products that provide exceptional comfort and a truly restful sleep experience.”