Peps Industries' new campaign asks India to ditch bad mattresses

Time of India

6 days ago

Peps Industries
, India's
spring mattress
brand, has launched its latest campaign 'Some Breakups are necessary' to raise awareness among customers to upgrade their mattresses on a timely basis.
Staying true to its reputation for combining storytelling and science, the brand has rolled out a witty, relatable film that captures the emotional toll of poor-quality mattresses, positioning spring mattresses as the long-term solution.
The multilingual series focuses on helping Indian consumers realise one simple truth: if your mattress isn't supporting you, it's time to move on.
Peps' Pan-India campaign '#Some Breakups are necessary'' features three ad films centered around a "breakup" narrative with old mattresses.
The first series shows a woman voicing her frustration in what seems like a breakup conversation with her partner only to reveal, in a surprising twist, that she's addressing her old, unsupportive mattress. This highlights the issue of false comfort claims in the industry.
The second series released today continues this theme, which will be followed by 'Sorry, But Not Sorry," to be released next week.
Characters in these ads amusingly explain why they're "leaving" their old mattresses, whether due to outgrowing their comfort or finding better sleep elsewhere. Together, these ads cleverly use relatable relationship tropes to urge consumers to upgrade to a Peps mattress for genuine support.
The Peps campaign continues to bust myths about coir and foam mattresses through simple narratives that connect emotionally. By narrating that Spring is King, Peps repositions Spring mattress range, which is powered by advanced features like the Marvellous Middle Advantage and Zero Disturbance Technology, as the true ally in delivering deep, undisturbed sleep and full-body support.
In an age where sleep is often sacrificed and misunderstood, this new campaign brings attention back to the real hero of rest: a well-engineered mattress. From supporting spinal health to adapting to every curve of the body, Peps Spring Mattresses address everyday consumer frustrations while promising consistent
sleep quality
and no more partner disturbances, sagging.
G. Shankar Ramm
, managing director and co-founder, Peps Industries, speaking about the campaign, said, 'At Peps, we've always believed that sleep is personal and non-negotiable. Unfortunately, many people don't realise how much their mattress affects their physical and mental well-being. Our new campaign reminds them, humorously and honestly, that if your mattress isn't supporting you, it's time to say goodbye. For Indian sleepers, Spring is still king.'
The campaign was conceptualised by Brand Consultant Renuka Jaypal in collaboration with South-based filmmaker duo Athreya Arabbhi and Avinash Hariharan.
Renuka Jaypal, brand director, said, 'We wanted to dramatise a universal frustration: staying stuck with something that no longer serves you. And that's where we came up with this relatable messaging to the audience'
Launched across Hindi, Kannada, Tamil, Telugu and Malayalam, the ads are currently live on Peps' official digital platforms including YouTube and Instagram.
Watch the videos here: