Duroflex’s ‘Tested by Relationships’ Campaign Celebrates Modern Couples

Duroflex has launched a new campaign, ‘Tested by Relationships’, to celebrate the evolving dynamics of modern love and commitment. The campaign highlights the growing need for comfort and shared spaces in relationships, focusing on the intimacy and connection that come with everyday moments. With over 4.8 million weddings in India this season, Duroflex aims to emphasize the importance of comfort in the lives of young couples, helping them navigate both their shared spaces and their shared experiences.

The campaign includes a digital ad film and four short films that focus on the brand’s products, showcasing how Duroflex plays a crucial role in creating welcoming environments for couples. One of the key themes of the campaign is inclusivity, highlighting the diversity of modern relationships. It shows how couples, whether married or in other forms of commitment, are redefining love and navigating shared experiences. In particular, the ad focuses on a young couple attending a wedding, where they face relatable, light-hearted moments such as wedding-day stress, playful mishaps, and tender exchanges of affection. Through this, Duroflex illustrates how its recliners, sofas, Wave Plus Smart Bed, and Neuma mattress provide the comfort needed for couples to navigate these intimate, yet imperfect moments.

Sridhar Balakrishnan, CEO of Duroflex Group, expressed his thoughts on the campaign, saying, “Duroflex is trusted by over 2 million families for their comfort and sleep needs. Just as a person adapts to their partner’s little quirks, such as snoring or other habits, we want to offer products that support these adjustments. Our campaign represents how young couples are redefining love and commitment, and we’re here to provide solutions for their evolving lifestyles.”

The campaign’s director, Ruchir Arun, known for his work on the popular series Little Things, shared his excitement about capturing the realness of relationships. “The campaign showcases the humorous, light-hearted side of shared experiences between couples. We wanted to show that comfort and connection are key to a relationship’s journey, regardless of how love is defined,” he said.

Shivani Gairola, the writer of the campaign’s films, added that Duroflex’s focus was not just on marriage but on celebrating all kinds of relationships. “Happiness is happiness, whether in a marriage or another form of commitment. This campaign doesn’t make a stance but highlights that all forms of love should be celebrated.” Gairola also noted that she was planning her own wedding during the writing of the campaign, making the irony of the message not lost on her.

Through this campaign, Duroflex stands by couples, emphasizing that comfort and connection are the pillars of every modern relationship. The brand not only supports their physical well-being but also helps build the emotional foundation of shared spaces.