Duroflex redefines love and comfort for modern couples

In its latest campaign for the wedding season, Duroflex shifts focus from a conventional picture of a relationship to the everyday, shared moments that define today’s evolving relationships. The brand’s new campaign, ‘Tested by relationships’, celebrates young, diverse couples and their pursuit of comfort, connection and happiness in every moment, highlighting how its premium sleep and comfort solutions help create the ideal environment for these couples to thrive, comfortably and with ease.

The campaign comprises one digital ad film and four short films focussed on products. It showcases a young couple attending a wedding, where they navigate light-hearted, relatable moments such as wedding-day stress, playful mishaps, and affectionate exchanges. Throughout, Duroflex products act as the unsung heroes, offering a supportive, comfortable backdrop for their shared experiences.

From cosy moments on Duroflex recliners and sofas to restful nights on the Wave Plus Smart Bed and India’s first firmness adjustable mattress Neuma, the campaign positions the brand as an ideal partner in creating welcoming spaces that reflect modern love.

Speaking on the campaign, Sridhar Balakrishnan, CEO of Duroflex Group, commented, “Duroflex is trusted by 2 million families for their day-to-day comfort and sleep. When a person chooses a partner, they do so after careful consideration, and their partner's little quirks like snoring or peculiar habits are something they adjust to. As a brand we want to do our part by providing solution that cater to these little quirks. That is why Duroflex is ‘Tested and trusted by relationships.”

Ruchir Arun, director of the ad films added that the campaign is all about capturing the realness of relationships in a way that feels natural and joyful. “The moments we portray are playful, imperfect, and true to life, just like the couples we’re celebrating. Our aim was to show the humorous, light-hearted side of shared experiences, and how Duroflex products effortlessly fit into those moments. We didn’t want it to be just another wedding ad; instead, we focused on showing how comfort and connection are fundamental to every couple’s journey, no matter how they choose to define their relationship,” he stated.

Shivani Gairola, the films’ writer, wrote this campaign while planning her own wedding, so the irony is not lost on her. She said, “This wedding season, Duroflex wanted to celebrate all kinds of loving relationships. A marriage is a wonderful union but love and togetherness exist in so many other forms. All of whom are somehow made to feel lesser than a marriage, with even the social media algorithm constantly bombarding you with wedding content.”

By highlighting diverse relationships in a positive light, Duroflex connects with its target audience in an authentic way, positioning itself as the go-to brand for creating comfortable spaces for today’s young audiences. The campaign will roll out across multiple touchpoints, including social media, influencer partnerships and advertorials.

Campaign’s take: Duroflex’s latest campaign shifts the spotlight from traditional wedding clichés to the everyday, authentic moments shared by modern couples. Directed by Ruchir Arun, it taps into the evolving dynamics of relationships, celebrating love in all its diverse forms—from couples embracing non-traditional commitments to those redefining what togetherness means.

By intertwining light-hearted wedding-day mishaps with the comforting presence of its products, Duroflex aims to position itself as a partner in creating supportive, shared spaces, showcasing how its products integrate seamlessly into modern lifestyles.

While the campaign’s timing aligns perfectly with the Indian wedding season, its inclusive narrative is particularly noteworthy. By moving beyond heteronormative ideals, it resonates with younger audiences prioritising meaningful connections over societal expectations.

However, some may argue that the reliance on relatable humour and picturesque moments risks feeling overly curated. The challenge for Duroflex lies in ensuring this progressive storytelling translates into genuine relatability for its audience. Still, with a campaign that captures the playful quirks of relationships while spotlighting comfort, Duroflex has successfully woven its offerings into the fabric of modern love stories. Whether this engagement sparks long-term brand affinity remains to be seen.