Maharaja is a brand created by TDF for the leading mattress manufacturer in the region. The client had all mattresses under the same company and brand name: Bobmil Lala Salama. We had to form the brand architecture and give each of the brands their own identity. This particular brand is the best, most luxurious and hence the most expensive as far as the foam mattresses Bobmil have to offer.
Hence, the idea was based around luxury and sleeping soundly like a king, i.e. Maharaja (Hindi title for great king) and to relate it to good sleep and waking up fresh, we gave it the tagline - Good morning...your majesty! Keeping the royal image of the brand intact. We received very positive results within the first few months of the campaign, sales shot up over taking some of the already well established brands in the market.