Duroflex Collaborates with Milind Soman to Help India Sleep Better

BANGALORE, India, January 18, 2018 /PRNewswire/ --

In an effort to help drive awareness on the importance of sleep, Duroflex, a leading mattress brand has collaborated with India's biggest fitness icon Milind Soman. This initiative largely driven through social media platform is called the #7HourMarathon (youtu.be/N8Io_z9p8yM)

Duroflex kick started the activity on 16th Jan with Milind Soman stirring up Twitter @Duroflex_IN with a tweet http://bit.ly/2rhsjki that said the fitness resolution for the year was doing #7HourMarathon everyday, which elicited a lot of response from Twitterati. The mystery was revealed by Milind the next day through an interview via #7HourMarathon youtu.be/N8Io_z9p8yM with Abish Mathews of AIB.

In the reveal video, Milind let the cat out of the bag and clarified what he meant by #7HourMarathon was to commit to a daily 7 hours of sleep routine to stay fit. He reiterated the importance and health benefits for proper sleep. He further encouraged people to take up the #7HourMarathon initiative and promised to be their sleep coach to help them develop a healthy sleep routine. Anyone can participate in the Duroflex 7 Hour Marathon and enlist Milind as their sleep coach by simply sharing the video with the #7HourMarathon.

Watch Link: https://www.youtube.com/watch?v=N8Io_z9p8yM

The champion for sleep will be driving sleep conversations with the public on Duroflex‏ @Duroflex_IN  and engaging with people. Through these conversations, Milind will be sharing valuable tips, daily for better sleep. Participants can in turn share their experiences, updates and progress upon taking this activity up with Milind Soman by using #7hourmarathon on Duroflex‏ @Duroflex_IN 

India's population suffers from immense sleep deprivation which can be detrimental. In a consumer survey conducted by Duroflex, many consumers complained about waking up tired and not sufficiently recharged for the day. Duroflex understands such sleep pain points like insomnia, sleep apnea etc. which can be improved with better sleep conditions. As a company that places immense trust on R&D, Duroflex engages with world acclaimed sleep scientists to meet the sleeping needs of the modern, active individuals with challenging lifestyles. Duroflex is championing conversations on sleep. The company has strong lineage in this industry and understands the importance of sleep.

"As a company, (Duroflex http://www.duroflexworld.com/) has a strong lineage in this industry and understand the importance of sleep very well. We are highly committed to the cause of helping India sleep better. We really wanted to raise awareness around the importance of sleep. In Milind Soman we found a credible voice to drive this message across. The #7HourMarathon initiative was a great conversation starter to get people to make a very important lifestyle change. We believe in energising India," said Mathew Joseph, Director, Marketing, Duroflex.

Speaking on the looming sleep crisis and the need to commit to 7 hours of sleep, Milind Soman said, "Having been involved in sports all my life, I understand the importance of sleep. Sleep is essential for the body and mind and restful sleep is one of the foundations of good health. Recharging and rejuvenating body and mind sufficiently every night is important for better quality of life. My own health resolution this year has been to sleep more and better. I am happy that Duroflex (http://www.duroflexworld.com/) is championing conversations on sleep and engaging with social media to drive this commitment. I look forward to sharing and learning about sleep tips that can be mutually beneficial."

About Duroflex: 

Duroflex is a leading mattress manufacturing company in India. It manufactures coir beds, spring beds, foam beds, pillows and cushions. As pioneers in the industry, the company was founded in 1963. The company is now India´s largest exporter of sleep and comfort products. The company started with a manufacturing plant at Alleppey, Kerala. Today the company has advanced manufacturing process in Andhra Pradesh, Tamil Nadu and Kerala. Duroflex is an ISO 9001:2000 certified company. Duroflex is a member of the International Sleep Products Association (ISPA), hence is in sync with latest development in quality and technology in this space.

Media Contact:
Trigam Mukherjee
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