Sheela Foam (Sleepwell, Kurl-on)
The company behind Sleepwell, with 7 confirmed deals on Monumentum.
Deals
Newest first, with what our re-check found on each source.
Purpose · 21 Mar 2026
A nationwide campaign released with Sleepwell's Sleep Study on India's sleep habits (65% sleep later on weekends, 79% use screens before bed). Ads on a quick-commerce app were served between 11 pm and 3 am to catch late-night scrollers and point them to nearby stores, with creators sharing stories about mattress discomfort.
Ad film · 13 Aug 2025
A brand film tracking one home as it grows, opening with Isha Talwar moving into her first place with a puppy and Furlenco furniture, then running through celebrations and everyday life with Abhay Deol joining her. Very Multimedia Solution conceptualised it and Rawshark Films directed.
Agency: Very Multimedia Solution. Talent: Abhay Deol, Isha Talwar.
Purpose · 15 Mar 2025
A World Sleep Day push that turns the 'Did You Sleepwell?' question into a daily ritual, with expert content from the Indian Society for Sleep Research, influencer conversations, a print and digital media plan, and internal gestures such as a two-hour later start for employees.
Rebrand · 10 Jun 2024
After buying Kurlon in 2023, Sheela Foam gave it a new logo and tagline to read more modern and to take a brand strong in the South and East national. CEO Nilesh Mazumdar said the new identity would be backed by a television campaign, and that Kurl-on and Sleepwell would be kept separate in the consumer's mind.
Integrated campaign · 9 Oct 2023
A brand campaign by Sideways Consulting that reframes asking someone 'did you sleep well?' as an act of care, moving the mattress category away from technical talk. Broke during the ICC World Cup on TV, digital and retail outdoor.
Agency: Sideways Consulting.
Integrated campaign · 11 May 2023
Three brand films arguing for staying in rather than going out, built off a consumer study on urban living. The lead film puts a couple in a wellness class being told to picture paradise, and they answer that it is their own Furlenco-furnished home. Brave New World of Bengaluru conceived it and it ran in metros with an influencer leg.
Agency: Brave New World.
Integrated campaign · 19 Jan 2023
Sideways Consulting's first work for the brand: a multimedia wedding-season campaign proposing a Sleepwell mattress as the gift for newlyweds worn out by days of ceremonies, aimed at owning the wedding-gifting occasion.
Agency: Sideways Consulting.
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