BANGALORE: A mattress which invokes "romance" and also wins awards for the ad agency which came up with the creative idea.

Mudra Communications, Bangalore, has won a finalist certificate in the household appliances/furnishings category at the recently concluded New York Film Festival (Ad films). The agency had developed the television commercial (TVC) titled "Photo Session" for Duroflex Mattresses, according to an official release.

The Duroflex TVC built on the positioning of Duroflex being a mattress that brings out the romantic in the user.

A couple seemingly reluctant to display affection in public lose their inhibitions once a Duroflex mattress is introduced in the script of the TVC. The preceding visual shows a couple getting a photograph taken at a studio. Despite all of the photographer's cajoling to get them to strike that perfect pose, the couple is unable to get comfortable in public.

According to Mudra Bangalore creative director Manoj Choudhury: "It is important to recognize that romance must be treated in a sensitive, customer friendly and balanced manner. Adequate care was taken to ensure that execution of the idea would never border on vulgarity, keeping the sensitivities of the target audience in mind. When the Duroflex mattress is introduced, and the brand proposition comes into play."

Mudra Bangalore VP S. Radhakrishnan says that the feedback from the client in terms of market reaction has been good. He also added that virtually all mattress brands operate in the territory of 'Better Sleep', 'Comfort', Back Support' - all of which are hygiene to the category.

"Clearly romance as a thought itself is unique and has cracked the blind spot as far as the consumer is concerned," says Radhakrishnan.

Mudra Bangalore apart from Duroflex handles brands like Peter England, TTK Prestige, Epson, Paragon, Nutrine, Cycle Agarbathis, Derby Special, Scottish Crown, Shotz, Same, Deutz-Sahr and Monsterindia among others.