New Age Parents turn to digital for old sleep traditions with ‘Sounds of Sleep’
Taira last slept so soundly and Rahul Jain, as a recent parent was quite uncomfortable with the idea of outsourcing sleep duties to nursery rhymes. So one day he stumbled upon Sounds of Sleep while searching for Indian lullabies. “One of my earliest memories was my mother putting my sister to sleep singing Nanhi Kali Sone Chali, and I wanted a similar experience of parenthood. With Sounds of Sleep, I get to have a similar moment with my child.”
The campaign has resonated with Indians across the world. Divya Sarkar is a young mother in Sunnyvale, California mentioned how challenging it is to discover regional lullabies. “I have been away from India for 12 years now, but I want my child to not forget where she has come from. Ghumer Pori is the first song I remember from my childhood, and I am so glad that it is the first lullaby that my child listened to. I am also discovering other Indian lullabies through this series, and honestly, they transport me back home every night.”
Conceptualized and ideated by Sunny Side Up, Sounds of Sleep is a digital series of lullabies that was co-produced by Lodestar UM Studios and Sony Music. The initiative was launched on World Sleep Day in March 2021, gathering more than 23 million views on YouTube in less than three months while delivering earned media worth over 1 Million USD for the brand.
The Sounds of Sleep series is hosted by popular film & theatre actor, philanthropist, and mother Kalki Koechlin. This six-episode series features prominent Indian singers like Chinmayi Sripada, Monali Thakur, Shilpa Rao, Sanah Moidutty, Geetha Madhuri, Shalmili Kholgade, singing lullabies from different parts of India in languages such as Malayalam, Tamil, Telugu, Bengali, Hindi, and Punjabi.
About the success of the campaign, Smita Murarka, Vice President – Marketing & E-Commerce, Duroflex, said, “As India’s sleep coach, we wanted to go back to our roots, celebrating this sleep routine tradition from various parts of India and curate it digitally for the convenience of new-age millennial parents. The messages and comments by these parents are really heart-warming to see. We couldn’t think of a better platform than World Sleep Day to launch this unique series to create awareness about the importance of healthy sleep.”
Speaking about how the idea was conceptualized, Anand Krishnan, Founder and Partner, Sunny Side Up, said, “Duroflex as a brand has always stood for good sleep and health for all Indians. With Sounds of Sleep, we intend to revive an old Indian tradition and create pride in our unique regional heritage. We believe that lullabies are a string that connects the mother, her child and decades of nostalgia. With Sounds of Sleep, we wanted to give the core audience content that will help reinforce our brand within the minds of our audiences in an interesting and innovative content format that they could consume anytime, anywhere.”
Rohit Chopra, Co-Founder, Sunny Side Up, said, “The idea came about, keeping in mind the 28-35 years old young parents who step into parenthood and are always online to look for tips and best practices. We were also looking to target the grandparents who would find it easier to introduce their children to these lullabies. The fact that over 50% of the attention that the campaign has received comes from this is a testimony that our efforts were in the right direction.”
Please find the campaign link here.