Duroflex Sounds of Sleep is a unique digital music series that takes us back to our roots with soulful renditions of old, classic lullabies from different regions of the country. Each track is so uniquethat it touches a sentimental chord in every child for their mother.
The Season 1 explored the essential role of lullabies and more importantly, music as a sleep aid, the brand released six beautiful lullabies which have successfully garnered 22 million plus views on Duroflex and Sony Music India’s YouTube and social channels.
The conclusion of Season 1 coincides well with paving the way for celebrations galore on Mother’s Day on 9 May, 2021, as lullabies have a special place in every new mother’s heart. It is the age-old sleep songs passed down from generations that create the special mother-kid bond despite race, culture or caste. Every single lullaby recreated in the series is meant to take us back to our roots.
The series has managed to make a mark with the audience by exploring music as a sleep aid during a time when we all need it the most. In today’s technologically advanced world, the series has managed to re-create the need for soothing lullabies which are beneficial for new-born babies and also for young parents.
The brand partnered with famous parents on the internet who shared their personal childhood stories and emotions that the lullabies evoked in them. Rannvijay Singha, Smriti Khana, Harshdeep Singh, B Paraak, Neeraj Madhavan, Barkha Sen Gupta were some of the celebrity parents who were seen singing these lullabies and encouraging people to share their favorites.
Parents from across the country engaged and shared their favourite renditions and memories related to lullabies making #DurofelxSoundsOfSleep trend on Twitter on World Sleep Day.
Smita Murarka, Vice President – Marketing & E-Commerce, Duroflex, said, “The last few weeks have been very exciting for the brand. The multitude of collaborations and the immense response and feedbacks have made Season 1 of Duroflex Sounds of Sleep a very special memory for the brand.
“We are happy that the season culminates with Mother’s Day making the whole concept even more special. Every mother in her own way has a special lullaby for her child and this series touched the right chords as it’s the one link that is passed down from generations. We aim to continue to introduce such unique and creative initiatives to reach out to as many people from all across the country and spread the message of the importance of good quality sleep,” Murarka said.
Duroflex’s creative agency partner, Sunny Side Up, has conceptualized Duroflex Sounds of Sleep. It has been co-created with Sony Music India and Lodestar UM Studios along with production associates.
Duroflex Sounds of Sleep premiered on World Sleep Day, March 19th on the brand’s YouTube channel and social platforms. The property is co-hosted on Sony Music India’s social channels as well. It consists of six regional lullabies from across India that have been beautifully recreated and sung by prominent Indian singers – Monali Thakur, Shilpa Rao, ChinmayiSripada, SanahMoidutty, ShalmaliKholgade, Geetha Madhuri.