Nilkamal Sleep hires Famous Innovations as its creative agency to change the way people think about the brand with strategic storytelling, emotional appeal, and campaigns that show how important better sleep is to modern life.
In a major move to redefine its presence in the sleep solutions category, Nilkamal Sleep, the mattress vertical of the iconic Nilkamal furniture brand, has brought on board Famous Innovations as its creative partner. The appointment follows a multi-agency pitch and signals Nilkamal’s intent to transform its mattress offering into a culturally relevant lifestyle brand.
The scope of the mandate is extensive – ranging from strategic brand positioning to campaign development, visual identity creation, and crafting a content system that integrates seamlessly across digital and traditional platforms. The focus is to build a brand narrative that resonates with evolving consumer expectations around rest, wellness, and modern living.
Manish Parekh, Joint Managing Director at Nilkamal, said the collaboration comes at a crucial growth phase:
“We are delighted to welcome Famous Innovations. Their strategic and creative depth makes them the ideal partner as we elevate Nilkamal Sleep into a brand that truly connects with today’s consumers.”
The campaign will highlight the value of sleep in general rather than just mattresses—a change from product-centric to purpose-driven communication. Later this year, the first integrated campaign will be released.
Shiv Sethuraman, Chief Transformation Officer at Famous Innovations, added, “Nilkamal has heritage value in Indian households. This is a unique opportunity to reposition Nilkamal Sleep as a brand that represents quality rest as a cornerstone of modern life. We aim to craft messaging that is emotional, functional, and forward-thinking.”
This partnership hopes to give India’s sleep market, which is becoming more competitive with both old and new players, not only visibility but also emotional resonance and brand love. The creative strategy will make sure that every interaction with Nilkamal Sleep, from store displays to social media stories, fits with the company’s new identity.
This partnership is a new step in Nilkamal’s brand evolution and shows how committed the company is to being customer-focused and innovative in a wellness-focused economy.
