Kurlon’s Refreshed Brand Journey: Connecting Comfort with Joy during ICC Men’s T20 World Cup 2024 on Disney+ Hotstar

Kurlon, a renowned mattress brand with a legacy of 60 glorious years, aimed to connect with a younger generation while maintaining its loyal customer base. With the new tagline “Life Banegi Hula Hula,” Kurlon launched a refreshed positioning to appeal to digital-first, young audiences. Disney+ Hotstar, the streaming partner of the ICC Men’s T20 World Cup 2024, emerged as the ideal platform for this campaign. The platform’s audience perfectly matched Kurlon’s target demographic, enabling the brand to reach and engage the younger, digital-savvy individuals effectively. This strategic association yielded outstanding results, affirming Disney+ Hotstar as the perfect fit for Kurlon’s campaign.

Objective and Approach:

Kurlon aimed to increase brand awareness and connect with audiences by promoting its refreshed positioning of ‘comfort meets joy.’ The brand rebranded their mattresses as a product not limited to sleeping but enjoying active moments like dancing, talking, eating, or reading. It reiterates that the mattress is strong and balanced.

Building Awareness:

Kurlon utilized Disney+ Hotstar’s Connected TV offering to tap into their target audience of digital-first individuals aged between 25-44. They ran long-format advertisements of 25 seconds during key matches of the ICC Men’s T20 World Cup 2024 on the platform. The ads appeared during the most anticipated India vs. Pakistan match and two Super 8 matches where India played against Afghanistan and Australia.

Reach and Engagement:

Recognizing the diversity of their audience, Kurlon tailored their approach further by airing ads on regional feeds in languages including Bangla, Kannada, Tamil, and Telugu. This localized strategy ensured that Kurlon’s message of comfort and joy reached regional audiences effectively, reinforcing the brand’s relevance across different cultural landscapes.

Brand Speak:

Impact and Results:

Kurlon successfully heightened brand awareness among their target demographic, establishing themselves as a brand synonymous with comfort, balance, and active living. By connecting emotionally with viewers during the excitement of the ICC Men’s T20 World Cup 2024, Kurlon not only generated interest but also fostered genuine purchase intent among their key demographic and established itself as a relevant brand for the youth.