Duroflex & Happy mcgarrybowen launch #7HourMarathon campaign with Milind Soman

22 Jan,2018

By A Correspondent


Happy mcgarrybowen has conceptualised the #7HourMarathon campaign for Duroflex. The campaign launched when Milind Soman rolled out a tweet saying how he planned on doing a 7-hour-marathon every day. But little did his followers know, the marathon he was talking about was seven hours of continuous sleep. This digital stunt was initiated to bring attention to the cycle of disrupted sleep that has taken over this generation.


Said Mathew Joseph, Director, Marketing, Duroflex: “As a company, we have a strong lineage in this industry and understand the importance of sleep.  We are highly committed to the cause of helping India sleep better.  We really wanted to raise awareness around the importance of sleep. In Milind Soman, we found a credible voice to drive this message across. The #7HourMaratahon initiative was a great conversation starter to get people to make a very important lifestyle change. We believe in energising India”


On the campaign, Naren Kaushik, Senior Creative Director, Happy mcgarrybowen said: “Most of the audience we were talking to consume about 2.5-3 hours of social media on an average every day. A chunk of it also happens just before bedtime. The reason to pull this activation off in the social media space was evident in the consumption patterns. Add to that, an influencer like Milind Soman, who is followed by thousands of people with genuine interest in an active lifestyle, helped to capture our messaging effectively. The #7HourMarathon seemed like a perfect little stunt to tie ‘Marathon-Man’ Milind and our campaign together.”



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