Sleepwell And Kurl-on Hand The Brand Bee Their Integrated MENA Mandate
Sleepwell and Kurl-on have appointed The Brand Bee as their integrated communications and growth partner for the Middle East and North Africa, in an expanded mandate awarded by Sheela Foam Trading L.L.C.
- Brands: Sleepwell and Kurl-on, the sleep and comfort brands from Sheela Foam Limited
- Agency: The Brand Bee, as integrated communications and growth partner
- Scope: brand, e-commerce, media, digital, content and retail
- Initial focus markets: the UAE and Saudi Arabia
- Agency footprint: on-ground in Dubai, with offices in Gurgaon, London, New York and Sydney
What The Sleepwell Mandate Covers
A single brief across the whole consumer journey rather than a set of separate ones. The engagement spans brand e-commerce, media, digital, content and retail, focused on building awareness and engagement while supporting customer acquisition and business growth across MENA, with early effort concentrated on the UAE and Saudi Arabia.
Kumar Ghanshyam Brijwani, business head for the MENA region at Sheela Foam Trading L.L.C., described the priority as building strong brands and an integrated ecosystem supporting consumer acquisition, retail and commerce as the business scales. That framing, ecosystem rather than campaign, is what justifies consolidating so many capabilities under one partner.
Why Consolidate Rather Than Specialise
Ajay Pandey, vice president of marketing at Sheela Foam, set out the reasoning. "Our ambition is to build Sleepwell and Kurl-on into strong, relevant and trusted brands in MENA. This requires an integrated approach across brand building, communication, media, digital, retail and commerce," he said, adding that the focus is on creating brand relevance while leveraging the company's category strengths.
Deeptanshu Bansal, founder and chief executive of The Brand Bee, put the emphasis on execution over strategy documents. "This expanded mandate is about taking the strategy beyond the brief and making it work in-market across brand, media, digital, commerce and retail," he said. In a region where a mattress brand has to establish category credentials before it establishes preference, keeping brand and retail decisions inside one team is a defensible structure. The mandate also marks a broader push by The Brand Bee into integrated engagements across Indian and international markets. More industry news.