National, 10th June, 2026: Sleepyhead, the modern furniture and sleep solutions brand, has launched a city-wide treasure hunt in Bengaluru, turning the city into an interactive playground for customers. Through a journey that spans digital and physical touchpoints, participants can solve clues, unlock rewards and compete to win a living room setup worth ₹2 lakh which is hidden in some secret corner of the city.
As brands look beyond traditional advertising for deeper consumer engagement, Sleepyhead is betting on participation-led experiences that bring consumers closer to the brand. Rooted in its ‘Dopamine Comfort’ philosophy, the treasure hunt combines creator-led storytelling, gamification and omnichannel engagement to create a more immersive and memorable customer experience.
Commenting on the initiative, Ullas Vijay, Chief Marketing Officer, Duroflex Group, said, “Customers today, especially Gen Z, are looking for experiences they can actively participate in rather than simply consume. With this treasure hunt, we wanted to create something that moves beyond conventional marketing and brings people together through curiosity, adventure and shared moments. The activation also showcases the breadth of our offerings, from mattresses, sofas, recliners to home furnishings, through an experience that blends product discovery with participation.”
The face of the game is a popular Bengaluru based creator Dumbo (hey.dumbo), whose challenge-driven content and loyal youth following make him a natural fit for the treasure hunt. Making the campaign truly omnichannel, participants begin their journey by solving a clue hidden in Sleepyhead’s pinned Instagram reel before being led through a series of online and offline touchpoints, including the brand’s retail stores across Bengaluru.
Powered by an automated digital journey, the game offers QR-led entry points in the physical world as well to seamlessly guide participants through different stages of the treasure hunt, creating an interconnected journey between social, digital and physical worlds. The adrenaline high factor enters the game from the semi-final round where we see fun physical challenges laid down as tasks for participants looking for hidden clues to reach the ultimate treasure.
While Bengaluru marks the first chapter of the initiative, Sleepyhead plans to launch similar community-led experiences, further strengthening its efforts to engage consumers through culture, participation and real-world experiences.
