Kurlon is celebrating its sixth decaversary in the market with a refreshed brand positioning. It has revealed its new logo and the tagline ‘Life Banegi Hula Hula’. This rebranding marks a significant evolution for the brand, positioning it to resonate with contemporary consumers and signalling freshness in the current market.
Kurlon understands that life happens on a mattress beyond just sleep. Recognising that Indians spend countless active hours on their mattresses—reading, talking, eating, and enjoying life’s active moments. This insight drives the new positioning of ‘Comfort Meets Joy’ in every life moment. This is reflected in the new campaign being built.
The multimedia campaign launched earlier this month and is set to gain momentum during the ICC T20 Cricket World Cup. Two films are being launched that bring alive the thought through creative articulations of how a happy back leads to happy life moments! The campaign will carry on for five weeks across TV, digital and BTL touch points including a total revamp of Kurlon’s retail presence.
The new Kurlon logo is a minimal and modern design, retaining the core red and white colours that symbolise trust and heritage. The addition of a dawn-to-dusk gradient is not just a visual element but a symbol of the brand’s commitment to providing comfort from morning to night. The packaging across all variants has been updated to reflect this modern aesthetic, ensuring that the products stand out on shelves and resonate with consumers.
"Innovation and comfort have always been at the core of Kurlon. Kurlon’s new proposition and identity reflect our continuous evolution to meet the dynamic needs of our consumers. This rebranding milestone is not just a visual transformation, but a fresh take on the category itself, where everyone is talking about sleep, Kurlon is going beyond it;. With 'Life Banegi Hula Hula', we wish to bring joy and comfort into every home. Kurlon pioneered the modern mattress category in India and is now poised to achieve even greater heights, " says Nilesh Mazumdar, CEO SheelaFoam.
“Kurlon's new identity and the 'Life Banegi Hula Hula' campaign represent a bold step forward in rebranding the iconic brand Kurlon. We understand that the mattresses are more than just a place to sleep—they are where life unfolds, where countless memories are made. This rebranding is not just about a fresh look; it's about celebrating the joy and comfort that Kurlon brings to every household. With this campaign, we aim to connect deeply with our consumers, ensuring that every moment spent on a Kurlon mattress is a joyful experience; defining comfort for modern India,” adds, Piyush Pandey, Chief Advisor, Ogilvy India.
With over 30 years of rich professional experience, Vivek Sharma, the founder of Altivyst Advisors, has been engaged as the marketing consultant for Sheela Foam where he will be helping shape the marketing strategy and organisation for Kurlon.
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