Springwel mattresses is launching a new ad campaign that has
been conceptualised by Saatchi & Saatchi.
mattresses wanted to give its potential customers an exchange
offer wherein they could exchange their old mattresses for
a new one at a discount. The act of buying a mattress has
been made into an act of good in the new sleep exchange
to the agency, the idea came from the insight that over eight
crore Indians are homeless - half of them children. They sleep
anywhere they can - on pavements, under flyovers, on railway
platforms, at bus stops and on park benches.
partnership with Springwel, Saatchi & Saatchi decided
to galvanise people to do their bit. The campaign asked consumers
to exchange their old mattress for a new Springwel mattress.
Besides giving the customer a discount, the brand also tied
up with NGOs running shelters for the homeless, and donated
the old mattresses to them.
message was spread via social media, instead of mainstream
broadcast media. The agency had created a film showing three
street children going back to their regular place to sleep
after a hard days work. As they reach the place, they
find it littered with garbage. They clean the place and lay
newspapers, and pieces of cardboard which act as mattresses,
just to have a good nights sleep.
agency has also been keeping Facebook users informed about
on-going activities and uploading actual stories of homeless
people and how they reached where they are.
on-ground activities have also been initiated. Using part
of the pavement on Marine Drive (Mumbai) as a canvas, four
artists created a larger-than-life chalk illustration
of a homeless kid sleeping on the pavement. In the five hours
that it took to complete the illustration, thousands saw,
photographed and shared the message via social media.
agency is also planning to have a wall painting project on
the same lines in New Delhi. Also on the anvil is a photography
contest cum exhibition with the homeless as a theme. This
will be open to all, and will be judged by a panel of photo
managing director Paramjeet Singh said, We loved the
suggestion of our advertising agency, Saatchi & Saatchi,
to donate these old, but serviceable, mattresses to shelters
for the homeless, allowing us to repurpose mattress for a
& Saatchi, Delhi vice president Jaibeer Ahmad said that
the idea reflects Saatchis philosophy of turning brands
into Lovemarks. Instead of relying on -er
(better, thicker, softer) product benefits, Springwel will
now be looked upon a brand that wants to make a difference
to the larger community, Ahmad said.