When Sleepwell introduced a revolutionary product focused on mattress hygiene and promoting healthy sleep, Alok Mahajan, the Chief Marketing Officer, seized the opportunity to redefine Sleepwell’s narrative. With the launch of Neem Fresche Technology, Alok conceptualised and executed the highly successful ‘Healthy New Year’ campaign, elevating Sleepwell’s brand value and establishing a new industry benchmark.
Alok’s leadership went beyond traditional marketing, emphasising not just mattress sales but the promotion of mattress hygiene and its vital role in fostering healthy sleep habits. Recognising the potency of influencer marketing, Alok strategically engaged fitness personalities and celebrities like Vidyut Jamwal, Suresh Raina, Raashi Khanna, Pranitha Subhash, Yasmin Karachiwala, and Samantha Akkineni.
Under Alok’s creative guidance, the campaign extended beyond the boardroom, with his active involvement in creative direction, messaging, and overall execution. His foresight propelled Sleepwell into uncharted territory, redefining the brand as synonymous with quality mattresses and a lifestyle centred around health and rejuvenating sleep. The impact of the ‘Healthy New Year’ campaign was transformative, solidifying Sleepwell’s position as an industry leader. Alok’s strategic acumen and innovative approach set a new standard for industry campaigns, not just meeting marketing objectives but elevating Sleepwell’s brand image.
Alok’s tenure at Sleepwell is characterised by an innovative approach that goes beyond traditional marketing paradigms. His hands-on attitude and keen eye for detail resulted in groundbreaking campaigns, integrating cutting-edge technologies like Neem Fresche into marketing narratives and showcasing his forward-thinking mindset.
As the brand steward at Sleepwell, Alok plays a pivotal role in consolidating Sleepwell’s position as the number one mattress brand in India. His strategic vision extends beyond individual campaigns, encompassing a comprehensive understanding of market trends, consumer behaviour, and the competitive landscape. Under his guidance, Sleepwell has not only maintained but expanded its market dominance.
Collaboration is a hallmark of Alok’s leadership style. He fosters an environment where creativity flourishes, encouraging his team to think outside the box and push the boundaries of traditional marketing. Alok’s ability to inspire and motivate his team has been instrumental in creating a culture of innovation within Sleepwell, ensuring the brand remains at the forefront of industry trends.
Alok’s contributions to the marketing industry earned him recognition, including the esteemed ‘Marketing Professional of the Year’ award at the National Awards for Marketing Excellence in 2019. This acknowledgement is a testament to Alok’s impact on the industry and his commitment to excellence.
Alok’s journey at Sleepwell is a testament to the power of innovative leadership in reshaping brand narratives. His experience, strategic vision, and collaborative approach have not only elevated Sleepwell’s market standing but also set a precedent for the industry at large. Alok’s impact as a marketing leader extends far beyond campaigns, defining the very essence of Sleepwell’s brand identity in the hearts and minds of consumers.
Adding to the richness of Alok’s narrative is his extensive professional experience. At present, he is serving as CMO at Sleepwell (Sheela Foam Ltd). since April 2023, Alok has been the driving force behind the company’s strategic marketing initiatives, contributing significantly to its growth and market dominance. His on-site leadership in Noida, Uttar Pradesh, adds a hands-on dimension to his role.
Before his impactful tenure at Sheela Foam, Alok served as the Vice President of New Projects at ERIS Lifesciences from June 2018 to June 2023, where he played a pivotal role in shaping new projects and fostering the company’s strategic initiatives. Alok’s journey reflects a consistent commitment to steering organisations towards growth.
Prior to ERIS Lifesciences, Alok held the position of Head of Marketing (Popular and CBD Division) at Ruchi Soya Industries Limited from March 2013 to June 2018. Managing an 8,000 crore+ portfolio of strong brands across food and oil, Alok’s leadership was characterised by the successful rejuvenation of heritage brands like Mahakosh and Sunrich. This period showcased Alok’s ability to breathe new life into established brands.
As the Chief Marketing Officer at Gulf Oil International Group from November 2009 to March 2013, Alok played a pivotal role in building the marketing infrastructure from scratch. Responsible for the entire marketing function across lubricants, motorcycle batteries, and filters, Alok’s strategic vision and hands-on approach were instrumental in the brand’s growth.
Before Gulf Oil, Alok made significant contributions as a marketing manager at Wipro Consumer Care and Lighting from August 2007 to November 2009. Managing a diverse portfolio of around Rs. 250 crore, he achieved record-breaking growth numbers for multiple categories. Alok’s journey through various sectors illustrates his versatility and dynamic approach to marketing.
Alok’s professional trajectory also includes roles at Wipro Lighting, Eveready, and academic achievements such as a Post Graduate Diploma in Business Management from the Management Development Institute, Gurgaon, and a B.Com (Honours) from Delhi’s Shri Ram College of Commerce.
His journey is not just a tale of corporate milestones but a testament to his commitment to continuous learning and excellence. Alok’s engagement in various activities and societies, such as being a member of the English Literary Society during his time at Shri Ram College of Commerce, showcases his well-rounded approach to both professional and academic pursuits. Alok’s dynamic approach continues to set benchmarks in the marketing landscape. His story is not just one of his career milestones but a testament to the power of visionary leadership in shaping industry standards.