Duroflex has started a press campaign that emphasizes the ways in which couples honor their commitment and love. India is hosting more than 4.8 million weddings this season, with a premium on communal areas and comfort. The brand illustrates how relationships are evolving and the necessity for a brand that embraces all forms of love in this new campaign.
The campaign consists of four product-focused short films and one digital commercial film. It features a young couple at a wedding, navigating humorous, realistic events like the tension of the wedding day, amusing mistakes, and tender conversations.
Duroflex products offer consolation and support for couples’ shared experiences in the TVC. The ad highlights the brand’s involvement in designing warm environments for contemporary partnerships, from couches and recliners to the Wave Plus Smart Bed and Neuma mattress.
The new commercial connects with young couples who are redefining commitment by emphasizing diversity. Duroflex emphasizes that comfort is essential to shared experiences, fostering the development of contemporary couples.
Speaking about the campaign, Duroflex Group CEO Sridhar Balakrishnan made a statement., “Duroflex is trusted by 2 million families for their day-to-day comfort and sleep. When a person chooses a partner, they do so after careful consideration, and their partner’s little quirks like snoring or peculiar habits are something they adjust to. As a brand we want to do our part by providing solutions that cater to these little quirks. That is why Duroflex is tested and trusted by relationships. Our new campaign represents a meaningful shift in how we engage with young couples and launching it during the peak wedding season we stand by couples who have decided on commitment in a different way. As they redefine love and commitment, we wanted to reflect their evolving lifestyles in a way that feels real and relatable. That is why when it came to choosing someone who could bring this vision of ours to life, Ruchir Arun, the famed director of Little Things was just the right fit.”
Additionally, the ad films’ director, Ruchir Arun, shared,“This campaign is all about capturing the realness of relationships in a way that feels natural and joyful. The moments we portray are playful, imperfect, and true to life, just like the couples we’re celebrating. Our aim was to show the humorous, light-hearted side of shared experiences, and how Duroflex products effortlessly fit into those moments. We didn’t want it to be just another wedding ad; instead, we focused on showing how comfort and connection are fundamental to every couple’s journey, no matter how they choose to define their relationship.”
According to Shivani Gairola, the films’ author, “This wedding season, Duroflex wanted to celebrate all kinds of loving relationships. A marriage is a wonderful union but love and togetherness exist in so many other forms. All of whom are somehow made to feel lesser than a marriage, with even the social media algorithm constantly bombarding you with wedding content. Our film is not a stance or a statement, it’s just a fact. That happiness is happiness. PS- I wrote this campaign while planning my own wedding, so the irony is not lost on me.”
