Tonic Worldwide wins Kurlon’s digital marketing mandate

Kurlon has awarded its digital marketing mandate to Tonic Worldwide after a multi-agency pitch, bringing in the agency to help modernize the brand’s online presence. The account will be handled from Tonic Worldwide’s Delhi office, and the agency will be responsible for shaping Kurlon’s digital narrative and improving engagement with today’s digitally connected consumers.

The focus of the mandate is not just visibility, but relevance. Kurlon is one of India’s oldest and most recognizable mattress brands, and the challenge is to translate that legacy into a sharper story for new-age buyers who are more conscious about sleep, comfort and wellness than ever before. Tonic Worldwide will work to strengthen the brand’s connection with these audiences through data-driven digital strategy and more contemporary communication.

According to the agency, the goal is to connect Kurlon’s product excellence and innovation heritage with modern consumer behavior. That means building a digital framework that supports the full customer journey, from awareness and consideration to conversion and loyalty. For a category like mattresses, where purchase decisions are high-consideration and often research-led, this kind of full-funnel approach can be especially valuable.

The appointment also reflects how legacy consumer brands are increasingly turning to digital specialists to stay competitive in a market shaped by content, search and performance marketing. Instead of relying only on broad brand advertising, companies like Kurlon are now looking for agencies that can combine insight, storytelling and measurable growth outcomes.

Tonic Worldwide’s win adds another major brand to its portfolio and reinforces its positioning as a growth-focused digital partner. For Kurlon, the move signals a stronger push to remain relevant to modern consumers while still building on its long-standing trust and market equity.