Peps Industries, India’s top spring mattress brand, has rolled out its latest campaign “Spring is King” — a multilingual TVC series that cleverly blends everyday humor with insightful storytelling. The campaign seeks to bust popular mattress myths while emphasizing the science of restful sleep.
Creative Concept:
The campaign features a set of 7 relatable ad films, each drawing from authentic, everyday home scenarios to highlight the superiority of Peps Pocket Spring mattresses over synthetic alternatives. With its Marvellous Middle Advantage, Zero Disturbance Technology, and adaptable Pocket Spring inner, Peps showcases how great sleep can transform overall wellness — not just overnight, but in daily life.
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The Humor & Storytelling Approach:
Each film depicts familiar situations with a humorous twist — whether it’s the well-rested parents now dealing with their child who missed the school bus, a husband unintentionally disturbing his wife’s sleep, or friends exchanging light-hearted banter about false mattress claims. The humor acts as a gentle nudge, encouraging viewers to rethink marketing gimmicks and focus on real mattress science.
Positioning & Product Message:
The campaign positions Peps’ spring mattresses as the ultimate sleep solution, addressing diverse sleep patterns and lifestyles. From adaptive comfort that adjusts to individual body contours, to eliminating disturbances and sagging — every narrative closes on a warm, relatable note reinforcing the brand’s promise: deep, undisturbed sleep.
Brand Leadership POV:
G. Shankar Ramm, CEO of Peps Industries, emphasized, “Sleep is personal and vital for physical and mental wellness. Our spring mattresses are engineered to bring harmony across different sleeping needs — whether it’s couples, families or pet owners. Having explored every material, we firmly believe: Spring is king for Indian sleepers. With this campaign, we use humor to demystify mattress technology and make sleep science accessible for all.”
Creative Direction & Vision:
The campaign was conceptualized by Brand Consultant Renuka Jaypal and executed with Southern Specialist filmmakers Arabbhi Atiya and Avinash Hariharan. Jaypal shared, “This was a South-first campaign — originally written in Tamil and Malayalam, then adapted with heart for pan-India audiences. The authenticity of real voices and genuine sleep experiences sets it apart in a noisy mattress market.”
Director Avinash Hariharan added, “Life unfolds in raw, unfiltered moments — that’s what we aimed to capture. Real stories, real humor, real sleep.”
Launch & Platforms:
The campaign has launched across Hindi, Tamil, Telugu, Kannada, and Malayalam languages. It is being promoted extensively across major OTT platforms, regional TV channels, and Peps’ digital assets including YouTube and Instagram, ensuring wide visibility among diverse audiences.
Conclusion
In an increasingly crowded mattress market, Peps Industries has cleverly combined science, humor, and hyperlocal storytelling to cut through the noise with its “Spring is King” campaign. By showcasing real-life, relatable situations and highlighting the unmatched comfort of its spring mattress technology, Peps not only educates but entertains its audience. With its multilingual, hyperlocal approach, the brand reinforces its leadership in the category while staying deeply connected to the diverse sleep needs of Indian consumers — proving once again that for restful, personalized sleep, Spring truly is King.
