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HomeThink TankCampaign DissectionThe Sleep Company Launches #MakersOfPeacefulSleep Campaign Featuring Anil Kapoor

The Sleep Company Launches #MakersOfPeacefulSleep Campaign Featuring Anil Kapoor

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The Sleep Company, India’s leading comfort tech brand, has unveiled its latest campaign, #MakersOfPeacefulSleep, featuring the legendary Bollywood actor, Anil Kapoor. With a focus on the increasing challenge of achieving quality sleep in today’s hectic world, this campaign aims to highlight the transformative power of their innovative SmartGRID technology.

The Sleep Crisis in India

According to a recent report, a staggering 61% of Indians get less than 6 hours of uninterrupted sleep each night. This alarming statistic underscores the growing sleep crisis, making it more important than ever to find effective solutions. The Sleep Company has stepped up to address this issue with their advanced SmartGRID mattress technology.

The Revolutionary SmartGRID Technology by The Sleep Company

The SmartGRID mattress by The Sleep Company is designed to provide the perfect balance of firmness and softness, adapting to any body shape. This ensures optimal spine support while relieving pressure points, delivering an unparalleled level of comfort. The SmartGRID technology allows users to feel light as a feather both physically and mentally, promoting deep, rejuvenating sleep.

The Sleep Company Campaign’s Conceptualization

Conceptualized by Steve Priya, the campaign’s central film features Anil Kapoor and two robots playing an energetic game of table tennis in a vibrant, stadium-like setting. Despite the surrounding noise and chaos, a man remains peacefully asleep, undisturbed. This striking visual metaphor powerfully illustrates the effectiveness of The Sleep Company’s SmartGRID technology in providing undisturbed, deep sleep regardless of external factors.

Also Read: Flipkart Launches Star-Studded Campaign to Retain Top Spot

Priyanka Salot on the Importance of Quality Sleep

Priyanka Salot, Co-Founder of The Sleep Company, emphasized the necessity of good sleep, stating,“We believe sleep is not a luxury, it is a necessity, and unless a person has slept well, it is not possible to thrive in any area of life. Hence, we are dedicated to getting into the root cause of all problems – bad sleeping patterns. We ensure deep sleep the minute one is put into bed irrespective of what goes on in back of their mind or in the external environment. We want everyone to experience this instantaneous sleeping experience and wake up fresh as ever, ensuring greater fulfilment from life. The #MakersOfPeacefulSleep campaign is intended to do exactly that, along with highlighting the importance of #SmartGRID technology in the sleep industry.

Ripal Chopda’s Enthusiasm for the Campaign

Ripal Chopda, CMO of The Sleep Company, expressed his excitement about the new campaign, sharing, “We’re thrilled to launch #MakersOfPeacefulSleep with Anil Kapoor. Just like him, you too can experience a revitalizing night’s sleep through our SmartGRID mattresses. Ensuring correct alignment of the spine while asleep is essential to avoid discomfort, and the right mattress can make all the difference. Whether you prefer a soft and plush feel or an orthopaedic option for superior back support, SmartGRID delivers customized comfort for a truly restful sleeping experience.”

Creative Insight from Priya Pardiwalla & Steve Mathias

Priya Pardiwalla and Steve Mathias, Chief Creative Officers at Steve Priya, described the campaign’s unique concept: “What happens when you take a laboratory and add a ping-pong table, 2 robots and the legendary Anil Kapoor into it? You get The Sleep Company’s latest commercial. Based on an unconventional and unexpected deep sleep test. The Sleep Company with its advanced SmartGrid mattress, air channels and adaptive technology, is taking deep and peaceful sleep to the next level. The film launches the larger brand idea, ‘Makers of Peaceful Sleep!’ which will be taken forward across multiple executions and mediums.”

The Sleep Company Campaign’s Impact

The #MakersOfPeacefulSleep campaign has already garnered significant attention, with 206K views on YouTube and 80K plays on Instagram. These impressive numbers reflect the resonance of the campaign’s message with the audience, emphasizing the crucial role of quality sleep in enhancing overall well-being.


The Sleep Company’s latest campaign, featuring the charismatic Anil Kapoor, not only showcases the groundbreaking SmartGRID technology but also addresses a critical issue faced by millions of Indians today. By prioritizing deep, undisturbed sleep, The Sleep Company aims to revolutionize the sleep industry and improve the quality of life for its customers. With the #MakersOfPeacefulSleep campaign, they are set to make a significant impact on how people perceive and achieve a good night’s sleep.

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