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<ul><li>In our latest series, we talk to brands to understand how they are coping with the new normal and their strategies towards navigating these difficult times.</li><li>In today’s interview, <keyword id="398003" type="PERSON" weightage="20" keywordseo="Sumit-Sehgal">Sumit Sehgal</keyword>, Chief Marketing Officer, <keyword id="9088581" type="UNKNOWN" weightage="20" keywordseo="Sheela-Foam-Industries">Sheela Foam Industries</keyword> (<keyword id="7738632" type="UNKNOWN" weightage="20" keywordseo="Sleepwell-mattresses">Sleepwell Mattresses</keyword>), walks us through all that the brand has been doing in the past few weeks, how they have worked around and modified their <keyword id="852798" type="PERSON" weightage="20" keywordseo="marketing-strategies">marketing strategies</keyword> to ensure they stay relevant in the times of Covid-19.</li></ul>The past few weeks have been difficult for the world, collectively. We are today witnessing something that none of us had ever anticipated. The spread of Covid-19 and resultant <keyword id="91743" type="PERSON" weightage="20" keywordseo="lockdown">lockdown</keyword> has affected professions, markets and the global economy. At such a time, how are brands working on sustaining their relationships with their consumers, what is the way forward and how are they navigating this time of crisis, ensuring business continuity and preparing for the uncertain future? We recently caught up with Sumit Sehgal, Chief Marketing Officer, Sheela Foam Industries, the manufacturer of mattresses in India marketed under its flagship brand 'Sleepwell’. We tried to understand how the brand has been dealing with the current situation and what they are doing to minimize losses and stay connected and relevant for their consumers. Edited excerpts: Q) How have the past few weeks been for the brand, considering the country has been in a lockdown? The past month has been a difficult time for the world. We are concerned about the well-being of our employees, partners and the country at large. Sleepwell has been a trusted brand for decades and in the current situation, we have stayed connected with our customers and partners through the digital medium with relevant messaging that helps them stay healthy and safe. That is our current priority. Q) What is your marketing strategy right now? How are you building a connect with your audience? Has there been a change in your media mix? The spread of the <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">Coronavirus</keyword> is a huge cause for concern for people and is impacting the most important part in a days’ routine – sleep. Therefore, we have launched an awareness campaign to reiterate the importance of sleep which encourages citizens to commit to 8 hours of sound sleep to build up the body’s defences. The #StaySafeWithSleepwell campaign compares the benefits of common healthy habits that we are currently practising in our homes and lays emphasis on the fact that 8 hours of sleep is equally important to stay healthy. Sleepwell further emphasized on the importance of social distancing by recreating its logo. Ever since the lockdown, the brand has been leveraging creative visual storytelling to urge citizens to stay home, sleep well and curb the spread of Coronavirus. Traditionally Sleepwell had been heavy on Print and Radio as a choice of media but with the current context, Sleepwell has started shifting preference to Digital and TV. Post Covid, the brand will be transitioning to a Digital-first strategy in everything that it does, supplemented by PR and TV. Q) What are a few key learnings for you as a brand in the last few weeks? The ‘Why’ for a brand will always remain more important than the ‘How’ or ‘What’ and brands needs to tirelessly pursue this agenda for building long-term brand equity. A brand’s ‘reason for existence’ is a question that they need to find answers to, as going forward, that is going to become more critical for brand success. An organization should never forget that a brand is a being and should behave as responsible beings in such situations. The approach should not be to stay silent but stand together with your customers and offer any kind of physical or mental support. After all, one remembers only those friends who support in the hours of crisis. Q) If the lockdown is extended beyond May 3, will you be tweaking your marketing strategy further? Since the lockdown has extended, we continue our current strategy of imparting education to consumers on the benefits of sound sleep. Our CRM outreach is in regular touch with customers who have experienced with the brand over the last few decades. Our social media handles have become more active in imparting information and addressing consumer concerns. Q) There's a thin line in terms of a brand's communication in times of crisis where marketing communications can be misread as opportunist or even insensitive. How are you working around this tightrope and ensuring there isn't any miscommunication? Sleepwell believes in building long-term relationships with its employees, partners and customers. As a responsible corporate and a brand loved by its customers, we place health and safety of all stakeholders ahead of business. During these times, our utmost priority is to stand shoulder-to-shoulder with all stakeholders and build awareness in this time of crisis so that they #StaySafeWithSleepwell. That is our sole agenda.

Marketing in the times of Covid-19: Sleepwell Mattresses

<ul><li>Mi India brightens the season with its unique festive campaign celebrating Diwali and Durga Puja.</li><li>Collaborates with musicians like <keyword id="3345" type="PERSON" weightage="20" keywordseo="Baba-Sehgal">Baba Sehgal</keyword> and Rupam Islam to create music as a part of festivities this year.</li></ul>Manu Kumar Jain is probably the coolest Managing Director we have seen. In Xiaomi’s latest Diwali campaign, the MD danced to the tune of Baba Sehgal. Celebrating the festive season this year, Mi India has announced a series of music videos for ‘Diwali with Mi’ and Durga Puja celebrations. For the festivities, the brand has partnered with leading digital celebrities such as Aparshakti Khurana, <keyword id="2012303" type="PERSON" weightage="20" keywordseo="Kenny-Sebastian">Kenny Sebastian</keyword>, Radhika Madan, Regina Cassandra, Namit Das, Angira Dhar &amp; Anindita Bose for their digital film. The brand has also partnered with musicians such as Baba Sehgal and Rupam Islam to launch new soundtracks imbibing the festive mood. These partnerships aim to bring out the quintessential spirit that brings everyone together despite the social distances this festive season. Commenting on the digital film campaign, Sumit Sonal, Marketing Lead, Mi India, said, “Festivities during this time of the year in India are celebrated with great pride and enthusiasm and we at Mi India are proud to be a part of the same celebration through our digital films and songs. These music videos and films are aligned to our thought of reviving the festive vibe and creating a unique experience for our users.” Speaking on the partnership, Sandeep KS, Associate Director, Marketing Lead Redmi India, said “Baba Sehgal emerged as one of the voices of the lockdown with his catchy &amp; super positive music. We wanted an unique way of product integration not losing out on the entertainment quotient, he collaborated beautifully. The outcome is there for everybody to see, listen &amp; enjoy. This #DiwaliWithMi campaign perfectly fits the festive shopping narrative &amp; is our way of asking our consumers to join in the celebration. Talking on the partnership, Baba Segal, Indian Composer &amp; Rapper added that, “I had an amazing time creating this Diwali track for Mi and am super glad that the song has already gone viral. The song has been shot like a music video and the brand integration has been done beautifully and I have seen people actually grooving to the beat and singing Diwali With Mi.” “Xiaomi leads innovation in the technology space and our campaigns for them have always pushed the boundaries around making technology truly relatable, fun and memorable for the Mi Fans. It's been a pretty straightforward brief for us in that sense, #BreakTheInternet. And we've been able to deliver this through our content for 2 consecutive years now. This could only happen when there's equal passion and excitement to do something different. Our work for #DiwaliWithMi 2020 with Baba Sehgal is a testament to that,” says the brand’s digital film agency, Sushant Vithaldas, Business Head, Schbang Bangalore. Diwali with Mi Ft Baba Sehgal: The music video features popular Indian rapper &amp; composer Baba Sehgal for #DiwaliWithMi campaign, that marks the beginning of the brand's festive season. The entertainment video features all the great offers on Mi and Redmi products that consumers can avail this Diwali. Iconic in his groovy self, Baba Sehgal is seen in his trademark avatar busting rhymes along ‘iss saal ka sabse bada sale and celebrating Diwali with Mi.The music video also hopes to elevate the fun and excitement around this season pushing Mi Fans to embrace their festive spirits. The rap creates a tune that is fun, catchy and also shares details of the various offers available on devices like the Redmi Note 9 Pro, Mi 10, Mi TV, Redmi 9A and Redmi Earbuds 2C. <div type="Youtube" id="kqIY9G036Eo" title="Iss Saal Ka Sabse Bada Sale! #DiwaliWithMi ft. Baba Sehgal" thumbUrl="https://i.ytimg.com/vi/kqIY9G036Eo/mqdefault.jpg"></div> Mi India Brand Video: Mi India also released the Diwali brand video in partnership with dynamic bollywood celebrities host of young, digital-first influencers across the country aiming to reflect diversity of brands' audiences. Capturing the hearts of Mi Fans and consumers, the film depicts the resilient spirit of the celebration. The film ‘Diwali ko Happy banake rahenge’ brings light to the small moments that make Diwali special for everyone and how technology has eased the way to celebrate this festival with our loved ones even in these current times. <div type="Youtube" id="fEoy9YQYXK0" title="Diwali ko Happy banake rahenge | #DiwaliWithMi" thumbUrl="https://i.ytimg.com/vi/fEoy9YQYXK0/mqdefault.jpg"></div> The biggest Rap Battle this year: Manu Jain v/s Baba Sehgal For the third piece of communication the brand organized a fun rap battle song between Manu Kumar Jain, Managing Director, Mi India and Baba Sehgal. The video hosts the entrepreneur legend and the rap legend battle showcasing the young, innovative and fun spirit that makes up Mi India. The duo highlighted Mi India's style of marketing through their rap by leveraging social media to the fullest even if the top boss has to crack a quirky rap number and dance it out. <div type="Youtube" id="h0RHhgAcVXM" title="Double Dhamaka ft. Baba, Manu-J, Lil Pataka &amp; Robomatic" thumbUrl="https://i.ytimg.com/vi/h0RHhgAcVXM/mqdefault.jpg"></div> Durga Pooja with Rupam Islam Building on last year's successful reception, the brand collaborated once again this year with popular singer Rupam Islam in Kolkata to create 2020’s new ‘Amar Pujo’. Reinvigorating the festival spirit, the song celebrates unity and togetherness despite all the limitations &amp; restrictions this year. The launch of its sequel digital music video celebrates the essence of festivity and takes users back to the memory lane when they used to gather and celebrate puja with friends and families. It further gives hope for a new and better day by overcoming the current pandemic and reconnecting freely with their loved ones as they are all with each other in spirit. <div type="Youtube" id="F6agqOJ5gE0" title="Mi Amaar Pujo | Xiaomi West Bengal | Rupam Islam | Durga Pujo 2020" thumbUrl="https://i.ytimg.com/vi/F6agqOJ5gE0/mqdefault.jpg"></div>

When Xiaomi's Managing Director Manu Kumar Jain danced, dabbed and rapped to the tune of Baba Sehgal

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Marketing in the times of Covid-19: Sleepwell Mattresses

Samarpita Banerjee

When Xiaomi's Managing Director Manu Kumar Jain danced, dabbed and rapped to the tune of Baba Sehgal

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