Duroflex and Myntra collaborate to make Sleep a part of Fashion

Duroflex, India’s leading sleep solutions brand, made a disruptive move by partnering with Myntra, India’s largest fashion destination, to redefine mattresses as a key lifestyle essential. As Myntra’s much anticipated Birthday Sale kicked off on March 01, Duroflex is leading an industry shift as the first-ever mattress brand to debut on the platform selling sleep solutions as part of a style statement. The campaign, ‘Sleep Great to Look Good,’ challenges traditional perceptions by positioning sleep as a must-have beauty and fashion essential.

By moving beyond mainstream transactional selling platforms like Amazon and Flipkart, Duroflex’s collaboration with Myntra transforms sleep from a basic necessity into a lifestyle statement. Together they are shaping a new conversation, one that goes beyond sales to tell a compelling story about the connection between sleep, confidence and style. 

Myntra continues to set fashion trends, while Duroflex with its cutting edge sleeping solutions highlights the critical role of sleep in looking and feeling your best. The idea of ‘Sleep Great to Look Good’ reinforces that true style starts with well-being. After all, the best look shines brightest when you’re well-rested. By teaming up with Myntra, Duroflex is going beyond selling mattresses, it's making quality sleep a part of fashion and self-care.

Through this collaboration, Duroflex brought fashion and sleep together with eye-catching and impactful outdoor ads. Featuring witty, luxury-inspired visuals, the campaign reimagines popular lifestyle brands from the lens of sleep. These bold adaptations have emphasized the integral role of sleep in personal style and well-being. The creatives were amplified across mediums through OOH ads in Bangalore, immersive AI video-led ads, and engaging social media content. With added visibility on Myntra, mock outdoor creatives, and widespread online placements, the campaign has made sleep a fashion statement.

Speaking about the collaboration, Sridhar Balakrishnan – CEO, Duroflex Group said, “Duroflex’s partnership with Myntra marks a category-first move, positioning sleep solutions in a fashion-first space for the very first time. By shifting from conventional ways of selling to immersive storytelling, we are redefining how consumers perceive mattresses—not just a necessity but as a lifestyle choice. This collaboration strengthens Duroflex’s brand desirability by highlighting that great sleep is essential for great style in the lifestyle-conscious market.”

Ullas Vijay, CMO, Duroflex further added, “At Duroflex, we believe great sleep is the foundation of both good health and effortless style. With India’s first AI-powered campaign that connects sleep and fashion, we are bringing a fresh perspective to the category. Our partnership with Myntra is structured to thoughtfully combine sleep into the world of self-care and style, while engaging with a trend-savvy audience. This collaboration strengthens Duroflex’s lifestyle narrative and sets a new standard for innovation in sleep marketing.”

By stepping into Myntra’s fashion-first space, Duroflex has revolutionized how sleep is marketed and perceived. As Duroflex continues to innovate, this partnership has set the stage for a new era where great sleep fuels great style.