Peps launches new campaign to bust mattress myths

Peps Industries, a spring mattress brand, has launched "Spring is King", a multilingual TVC campaign that brings together authentic everyday humour and an emphatic storytelling to the science of great sleep that busts myths about mattresses. Peps has released 7 ads showing daily home moments to explain the differences between natural spring mattresses and synthetic ones.

Peps' new campaign uses simple, relatable stories to show how mattresses impact daily life. The ads feature situations like a couple dealing with their child missing the bus, a wife disturbed by her husband sitting on the bed, and friends discussing false mattress claims. The humour points to how some mattress brands mislead consumers with exaggerated claims.

G. Shankar Ramm, CEO, Peps Industries, speaking about the campaign said, “At Peps, we believe sleep is deeply personal to every individual and undeniably one of the most crucial aspects of physical and mental wellness. Peps' Spring mattresses are thoughtfully engineered for harmony, whether it's couples, families, or pet lovers, catering to the diverse sleep needs of consumers across India.  We have explored coir, foam, and everything in between, but I believe one thing firmly: for Indian sleepers, Spring is king. We are on a mission to “Bring Back Spring". 

In our new campaign, to speak awareness around mattress tech, we have blended the beauty of individual comfort with the joy of collective humour. We've used laughter to make science relatable for consumers, showcasing how our spring mattresses adapt to each sleeper's unique needs, ensuring a restful night's sleep for all”

The campaign was conceptualised by Brand Consultant Renuka Jaypal in collaboration with Film Makers Arabbhi Athreya  and Avinash. 

Renuka Jaypal, brand director, said “PEPS was a South-first campaign, thought and written in Tamil and Malayalam. Later transcreated with heart. Real voices of Real people are not borrowed, not adapted.  In a shouting mattress market,  we softly sang a lullaby. Only a brand that truly understands sleep can own that. With Chinmayi’s voice, PEPS became the sound of real sleep” 

Avinash Hariharan, director, Happy Unicorn said, “Life doesn't come with cuts or close-ups. Just raw, real moments. That's the story I aimed to tell. Glad it worked”

Launched across Hindi, Kannada, Tamil, Telugu, and Malayalam, the ads are currently running across OTT platforms, regional entertainment channels, and Peps' official digital handles including YouTube and Instagram.