The issue at the very heart of consumerism is how to make the act of consumption itself a ‘Force of Good’.

Saatchi & Saatchi India worked with Springwel mattresses for its latest campaign to tackle this challenge.

Springwel mattresses wanted potential customers to exchange their old mattresses for a new one at a discount. But the act of buying a mattress was itself made into an act of good by the “sleep exchange” idea. Springwel has come up with an innovative exchange offer, forcing consumers to think not just what they are ‘buying’ but what they are ‘buying into’.

“We loved the suggestion of our advertising agency, Saatchi & Saatchi, to donate these old, but serviceable, mattresses to shelters for the homeless, allowing us to repurpose these mattresses for a larger good.” says Paramjeet Singh, Managing Director, Springwel.

The idea was inspired by the fact that more than 80 million Indians – a majority of them children – are homeless and without a proper place to sleep.

The campaign is being rolled out across India to drive awareness for the cause, with social media and on-ground activities supporting the campaign. The message is also being literally taken to the streets with artists creating large-scale chalk illustrations of homeless people sleeping on the street.

Jaibeer Ahmad, Vice President, Saatchi & Saatchi, Delhi, says that the idea reflects Saatchi’s philosophy of turning brands into Lovemarks.  “Instead of relying on ‘-er’ (better, thicker, softer) product benefits, Springwel will now be looked upon as a brand that wants to make a difference to the larger community.”

Says Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi, “It was a joy to work with a brave client. They gave us a free hand in almost everything – from conceptualization to execution. I sincerely hope to do more path breaking work for them in future.”

This initiative is being supported by Homeless Project Community of St. Stephens Hospital.

Springwel invites NGOs willing to be part of its mission via its facebook page: www.facebook.com/springwelsleepexchange.