Peps Industries has rolled out a new TVC campaign titled ‘Spring is King’ that aims to re-educate consumers about the benefits of spring mattresses, using relatable storytelling and regional humour to challenge common myths about mattress technology.
The campaign includes seven short films depicting familiar domestic scenarios from couples dealing with toddler chaos to partners waking each other up by accident — all highlighting the discomfort caused by synthetic mattresses and the contrast with Peps’ Pocket Spring technology. Each film ends with a humorous twist that underlines the brand’s value proposition: better sleep through spring innovation.
Peps positions its Pocket Spring mattresses as a superior solution with features like Zero Disturbance Technology, Individually Adjusting Spring Coils, and the Marvellous Middle Advantage, which supports the core of the body to reduce back strain.
The campaign was conceptualised by brand consultant Renuka Jaypal, in collaboration with directors Arabbhi Athreya and Avinash Hariharan, and launched in five languages — Hindi, Tamil, Telugu, Malayalam, and Kannada — across OTT platforms and regional TV channels.
“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’,” said G. Shankar Ramm, CEO, Peps Industries.
“In our new campaign, to speak awareness around mattress tech, we have blended the beauty of individual comfort with the joy of collective humor. 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.”
“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,” said Renuka Jaypal, Brand Director.
“Life doesn’t come with cuts or close-ups. Just raw, real moments. That’s the story I aimed to tell. Glad it worked,” added Avinash Hariharan, Director, Happy Unicorn.
