Vidya Balan Leads Sleepfresh’s OOH Innovation Campaign as Brand Expands into Recliners and Seating Solutions

Sleepfresh, has officially launched its OOH (Out-Of-Home) advertising campaign as part of the entry into the seating solutions category. This marks the beginning of a new chapter with the launch of a new line of sofas, recliners, and sofa-cum-beds, under its newly formed home label — Raunak Homes. The OOH campaign, which targets high-traffic public spaces across Kolkata, sets the stage for the brand’s expansion into new markets, starting with the city and followed by major cities in the North East, Mumbai, and Odisha in the coming months.

“This OOH advertising campaign is more than just visibility; it’s about building trust and credibility. When people see our brand in public spaces, it tells them we are serious, we are invested. For us, OOH is a key strategy to signal commitment, not just to our existing customers, but to new ones as well,” says Raunak Agarwal, Executive Director of Raunak Coirs Limited, the parent company of Sleepfresh Mattress. “We are excited to reach our customers where they live, work, and commute, with a message that says we are a part of their daily lives and evolving needs.”

With over 27 years of expertise in polyurethane foam and rubberised coir, and having served as raw material vendors to the seating industry for decades, Sleepfresh’s entry into finished seating products is a strategic and organic move. The new line will be manufactured entirely at the brand’s newly inaugurated plant in Howrah, West Bengal, with a current monthly capacity of 1,200 units, all produced under its 0% outsourcing policy — a commitment to in-house craftsmanship, material control, and design protection.

“We have always envisioned reaching the end consumer directly with quality-driven, finished products. With this new vertical, we move closer to that vision — ensuring the same values of durability, affordability, and quality that have defined us in sleep, now extend to seating as well,” says Raunak Agarwal. "Our OOH campaign is a direct message to our customers that we are present where it matters most — in their everyday spaces. This is just the beginning, and we are excited for what’s to come."

The new Raunak Homes range will initially focus on sofas, recliners, and sofa-cum-beds, catering to both residential and commercial segments. The products are being developed by an in-house team, supported by experienced designers and global collaborators. Sleepfresh places a strong emphasis on ergonomic functionality, sustainable fabric use (including bamboo and jute-based textiles), and designs engineered for long-term comfort — all while keeping products accessible to the Indian middle-class market.

Sleepfresh also reaffirmed its commitment to innovation with the continuation of its campaign fronted by National Award-winning actress Vidya Balan, who features in a trilogy of films showcasing the brand’s mattress technologies — Vibrotech, Spacertech, and Actireact. These innovations, currently exclusive to its sleep products, exemplify the company’s deep R&D approach — balancing comfort with science and sustainability.

“I’ve always believed that comfort is not a luxury — it’s a necessity,” said Vidya Balan. “What I admire about Sleepfresh is their honesty — they don’t chase gimmicks. They test, refine, and only launch when they’re absolutely sure the product will stand the test of time. I’m proud to be part of a campaign that’s rooted in real innovation and everyday Indian needs.”

Leadership at Sleepfresh sees this move as part of a steady, long-term transformation — one rooted in India’s aspirations and changing consumer expectations. The expansion will be rolled out in phases across India, starting with key regional markets to optimise logistics and service efficiency. While the broader network of over 2,000+ retailers and 35+ exclusive Sleepfresh outlets will be gradually integrated into this plan, Raunak Homes will focus specifically on partners in the furniture and home solutions segment.

“This expansion is not just about business. It’s about deepening our connection with customers and becoming part of more spaces in their lives — from bedrooms to living rooms,” says Raunak Agarwal, Executive Director of Raunak Coirs Ltd.

Over the next 1–2 years, Sleepfresh plans to scale Raunak Homes across major markets, backed by ongoing design innovation, a no-compromise manufacturing philosophy, and sustainable sourcing practices. With a stable retail footprint and the trust of thousands of loyal customers, Sleepfresh is firmly on track to become a total home comfort brand — built in India, for India.

Website: www.sleepfresh.in