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<ul><li><keyword id="4206794" type="PERSON" weightage="20" keywordseo="duroflex">Duroflex</keyword> has roped in <keyword id="6354526" type="PERSON" weightage="20" keywordseo="alia-bhatt">Alia Bhatt</keyword> as its first-ever <keyword id="5955" type="PERSON" weightage="20" keywordseo="Brand-Ambassador">brand ambassador</keyword>. </li><li>Through its campaign with the actor, the brand wants to encourage India to upgrade its choices in essential products like mattresses that enable better sleep.</li></ul>Sleep solutions provider Duroflex has roped in Alia Bhatt as its first-ever brand ambassador. The brand, with over 50 years of expertise, will soon launch its next big campaign with her that will revolve around inspiring India to sleep better. As an actor, Alia is known for her versatility, award winning performances and commitment to excellence. She is constantly pushing boundaries, scaling new heights and at the same time balancing professional achievements with personal well-being. She considers restful sleep to be the cornerstone of her healthy lifestyle and often takes to her social platforms to show her love for sleep. Alia’s strong commitment to sleep evangelism makes her the perfect ambassador for Duroflex. Commenting on the collaboration, <keyword id="4172306" type="PERSON" weightage="20" keywordseo="Smita-Murarka">Smita Murarka</keyword>, <keyword id="6357644" type="ORGANIZATION" weightage="20" keywordseo="cmo">CMO</keyword>, Duroflex said: “Duroflex has always been a thought leader in the sleep solutions category and is on a mission to help India sleep better. We wanted to collaborate with an authentic voice that resonates with the new age consumer. Alia Bhatt is the quintessential youth icon who has carved a niche by being fearlessly herself. She advocates sleep being a pivotal part of a healthy lifestyle. Through her, we want to reach out to the whole country on our shared commitment to sleep evangelism.” In today’s stress-filled environment, sleep is being compromised, and as a brand, Duroflex wants to encourage India to upgrade its choices in essential products like mattresses that enable better sleep. The brand makes mattresses and sleep accessories that are research backed and technologically advanced. Duroflex also continuously evangelizes sleep through its social channels @duroflexworld and collaborates with credible creators who believe in the superpower of sleep. Commenting on her association with Duroflex, Alia Bhatt says: “Being an actor, early call times and power packed schedules are a way of life. I have learnt that Sleep is my superpower that boosts my productivity and is critical to my success. I make sure I never compromise on my sleep. I am thrilled to be associated with a powerful brand like Duroflex to create awareness about the importance of sleep and help India make informed choices while investing in sleep essentials like mattresses.”

Alia Bhatt is Duroflex's first-ever brand ambassador

<ul><li>Co-created with Sony Music India and hosted by <keyword id="39062" type="PERSON" weightage="20" keywordseo="Kalki-Koechlin">Kalki Koechlin</keyword>, Season 1 of the series celebrates regional lullabies from across India.</li><li>This six-episode series will feature prominent Indian singers like Monali Thakur, Shilpa Rao, Chinmayi Sripada, Sanah Moidutty, Shalmali Kholgade, Geetha Madhuri.</li></ul>Duroflex launches <keyword id="10955489" type="UNKNOWN" weightage="20" keywordseo="sounds-of-sleep">Sounds of Sleep</keyword>, a unique digital series exploring the role of music as a sleep aid. Listening to soothing music is a proven relaxation technique that helps induce sleep. The most popular sleep music universally is lullabies. Parents all over the world have been using lullabies to soothe their young ones and put them to sleep peacefully for at least 4,000 years. Science and multiple studies by reputed institutes have proven that children of all ages sleep better after listening to the soothing melody of a lullaby. Duroflex has curated a collection of popular regional lullabies from across India celebrating and reviving one of the oldest pre-sleep routines for the first season of its Sounds of Sleep digital series. <div type="Youtube" id="JgAwfKtjFgo" title="Duroflex Sounds of Sleep | Official Teaser" thumbUrl="https://i.ytimg.com/vi/JgAwfKtjFgo/mqdefault.jpg"></div> Duroflex Sounds of Sleep is a first-of-its-kind digital music series that aims to revive, celebrate, and recreate India’s rich tradition of regional lullabies in a digitally convenient way for new age parents looking to inculcate healthy pre-sleep routines for their loved ones. The series will be hosted by popular film &amp; theatre actor, philanthropist, and mother Kalki Koechlin. This six episode series will feature prominent Indian singers like Monali Thakur, Shilpa Rao, Chinmayi Sripada, Sanah Moidutty, Shalmali Kholgade, Geetha Madhuri. The first episode is releasing on March 19th i.e. <keyword id="145577" type="PERSON" weightage="20" keywordseo="World-Sleep-Day">World Sleep Day</keyword>. Commenting on the property, <keyword id="4172306" type="PERSON" weightage="20" keywordseo="Smita-Murarka">Smita Murarka</keyword>, Vice President – Marketing &amp; E-Commerce, Duroflex said, “Our earliest memory of sleep music are the lullabies that our parents or grandparents used to sing while rocking us to sleep. Even as an adult music is a great way to relax the mind and body, making it an enriching pre-sleep routine. As India’s sleep coach, we wanted to go back to our roots, celebrating this sleep routine tradition from various parts of India and curate it digitally for the convenience of new age millennial parents. We couldn’t think of a better platform than World Sleep Day to launch this unique series to create awareness about the importance of healthy sleep.” Commenting on the association, popular theatre and film actor, philanthropist, and mom – Kalki Koechlin said, “When I started my parenting journey, I began looking for soothing music to put my baby to sleep to create a healthy sleep routine for her. I knew that India had a very rich collection of regional lullabies but found it very difficult to discover these hidden gems. Therefore, when Duroflex approached me to host a series that aimed to revive and curate regional lullabies in a digitally convenient way for parents like me I was thrilled to be a part of this journey. I hope to share the sense of warmth, nostalgia and bonding experience for every new parent out there.” Commenting on the association, Kiran D’cruz – Director, Brand Partnerships, Sony Music India said “As always, the partnerships we forge are what define us as a music label. We see Sounds Of Sleep as an opportunity to leverage our experience and expertise to curate and promote quality music. Innovation is what drives us and that also applies for something as traditional as lullabies. This World Sleep Day, let this curated selection allow you to rest and recharge in the most optimum way.” Duroflex Sounds of Sleep has been conceptualized by Duroflex’s creative agency partner, Sunny Side Up. It has been co-created with Sony Music India and Lodestar UM Studios along with production associates. Duroflex Sounds of Sleep premiers on World Sleep Day, March 19th on the brand’s YouTube channel and social platforms. The property will be co-hosted on Sony Music India’s social channels as well. Tune in every Friday to rediscover lullabies from different parts of India in languages such as Tamil, Malayalam, Telugu, Hindi, Bengali, and Punjabi and understand why lullabies are good for sleep.

This World Sleep Day, Duroflex launches Sounds of Sleep, a music series exploring the role of music as a sleep aid

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Alia Bhatt is Duroflex's first-ever brand ambassador

BI India Partner

This World Sleep Day, Duroflex launches Sounds of Sleep, a music series exploring the role of music as a sleep aid

BI India Partner

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