Kurlon has awarded its digital marketing mandate to Tonic Worldwide, following a multi-agency pitch.

Tonic Worldwide will focus on strengthening  the mattress brand’s digital narrative with a strategic lens, keeping the brand relevant and connected to modern, experience-driven, wellbeing-focused consumers, while building on its decades-old legacy.

The account will be managed out of the agency's Delhi office.

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.”