Centuary Mattress, India’s sleep specialist, announces that its groundbreaking
“Qoolest Sleep Concert” event has claimed the prestigious Silver Award at the Abby Awards in the
Innovative Use of Activation category. Often referred to as the Oscars of Indian advertising, the Abby
Awards celebrate exceptional creativity and excellence in the industry, making this recognition a
significant milestone for Centuary Mattress. The concert, designed to curate an enriching and
rejuvenating sleeping experience, showcased the effectiveness of Centuary Mattress’ moment
marketing approach, aiming to highlight the profound importance of quality sleep in nurturing our
physical and mental well-being.
In an era where sleep deprivation has become an alarming concern, Centuary Mattress seized the
opportunity on World Sleep Day to promote the significance of restful sleep. The Qoolest Sleep Concert,
was a first-of-its-kind event that provided a unique and tranquil sleep experience to all participants.
Over 100 consumers, 25 influencers, and 10 radio jockeys experienced and shared this unforgettable
moment on their social media platforms through posts and reels, achieving a massive impact with over
500,000 social media views.
The concert featured soothing performances designed to induce deep relaxation and promote better
sleep. Held in Hyderabad, a city renowned for its rich cultural heritage, the event garnered 8 million in
earned media coverage across regional TV channels, with coverage extending to local newspapers.
Most importantly, Centuary Mattress facilitated over 1000 minutes of sound sleep during the event,
which helped reinforce its position as India’s sleep specialist.
The Qoolest Sleep Concert stood out among over 50 entries, advancing through a highly competitive
selection process. Of the 36 shortlisted entries in Round 1, only five made it to the final round,
highlighting the remarkable achievement of Centuary Mattresses. Competing against well-established
brands such as Tata Motors, Castrol, Red Label, UltraTech, Coke, Amazon, Domino’s, Garnier, WhatsApp,
Asian Paints, and many others, this accolade signifies the innovative spirit and creative expertise of the
brand.
