Shivam Handloom Deep Sleep Mattresses Design & Branding DREAMS by McCann Erickson Mumbai


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Industry Household maintenance & pet products, Home Furniture
Media Design & Branding
Market India
Agency McCann Erickson Mumbai
Creative Director Ashish Chakravarty, Navajyoti Pegu
Illustrator Rashmi Yadav
Released December 2010

Credits & Description

Category: Illustration
Product/Service: SHIVAM MATTRESS
Date of First Appearance: Dec 21 2010
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
Executive Chairman & CEO McCann World Group & Regional Creative Director, Asia Pacific: Prasoon Joshi (McCann Worldgroup)
Creative Director: Ashish Chakravarty (McCann Worldgroup)
Creative Director: Navajyoti Pegu (McCann Worldgroup)
Creative Director: Rashmi Yadav (McCann Worldgroup)
Art Director: Rashmi Yadav (McCann Worldgroup)
Writer: Navajyoti Pegu (McCann Worldgroup)
Illustrator: Rashmi Yadav (McCann Worldgroup)
Media placement: Poster - Shivam Handloom Store - 21 December 2010

Describe the brief from the client
Shivam Mattress, a new brand had to shake the rigidness of people and open minds to consider buying their mattresses. The central communication point or USP would still be comfortable sleep. But unlike others, it needed a new expression to deliver the same massage. In a more engaging and fresher take of deep sleep.

Describe the challenges and key objectives
In a market crowded by big multinational and national brands, Shivam Mattress, a new entrant, had to extend its hold. Especially, influence young buyers and homemakers, who were mentally inclined towards other known brands. Shivam Mattress had to shake that rigidness and open their minds to reconsider their belief. By showcasing Shivam Mattress as better and more comfortable mattress for their sleep.

Describe how you arrived at the final design
In metro city like Mumbai and Delhi, where life goes fast and hard, a sound sleep is something everyone desires. So to heighten the comfort and the promise of a sound sleep achieved through Shivam Mattress, a poster was designed demonstrating the sleep they always look forward to. A perfect undisturbed and long deep sleep. Where even their dreams will fall asleep, to dream another dream. Creating a chain of dreams to exaggerate the comfort of Shivam mattresses.

Give some indication of how successful the outcome was in the market
Brought smile on people’s faces and thousands of new inquires at stores. People gave second thought before choosing their mattress.