Sleepyhead has launched its new BITE Sofa with a campaign that uses music and movement to bring a fresh, playful take to furniture storytelling. The campaign features music by Gandhar and a performance by dancer Piyush Gurbhele, adding energy and movement to the film.
At the centre is a music video that shows the messy, unfiltered side of everyday life, with the sofa becoming a key part of the action. Instead of a typical product ad, the campaign uses humour and energy to show how the sofa fits naturally into real moments.
Sleepyhead has also taken the campaign to social media with a dance-off featuring influencers, where creators share their own sofa spill moments to highlight the product’s stain-resistant features in everyday situations.
Link to the campaign
Ullas Vijay, Chief Marketing Officer (CMO), Duroflex, said: “With BITE, we set out to create something culturally alive by collaborating with new-age artists who are shaping how young India expresses itself today. Drawing from the popular social media discourse of ‘use of free will’ we brought together movement, and storytelling to reflect a generation that is expressive, unfiltered, and effortlessly at ease.”
