The Sleep Company has launched its latest digital campaign titled “Peaceful Sleep Mubarakh Ho!” conceptualised by Steve Priya, featuring matchmaker Sima Taparia.
Individuals spend one-third of their lives sleeping on a mattress. The relationship one has with their mattress is just as important as the one with their life partner. The brand has brought this idea to life in its campaign. With her charm and expertise, Taparia brings a fun twist to the world of comfort, matching couples not just with each other, but with their ideal mattresses.
Every relationship is built on trust and comfort. The Sleep Company’s wedding campaign highlights this very essence, emphasising how comfort and trust are key to a lasting connection, be it with a life partner or a mattress. The campaign opens with a matchmaking session with Sima Aunty (Taparia), a young couple and their families seated around a dining table. The campaign reflects the intensity of matchmaking, with everyone listening carefully to the lengthy list of the girl and the boy as they discuss requirements for an ideal match.
Just as their unconventional demands surprise their families and Sima Aunty, the ad takes a light-hearted twist when everyone finds themselves in The Sleep Company’s showroom. She then assures the couple that while finding a flawless life partner may be uncertain, The Sleep Company’s SmartGRID mattress comes with a 10-year warranty and a 100-night free trial.
Through this campaign, the brand has shared a fresh perspective with consumers that finding lifelong comfort is not as complicated as finding the perfect partner.
Watch the campaign here:
Talking about the campaign, Taparia said, “The two key pillars of a successful relationship are comfort and having each other’s support. Similarly, a good mattress is the one that provides comfort and necessary support to the body. TSC’s SmartGRID mattress averts pressure accumulation and provides comfort, making it an ideal match for anyone seeking quality sleep. Given the commonality between a good relationship and a good mattress, I am thrilled to join hands with The Sleep Company and add a little matchmaking magic to its wedding campaign.”
Further, Priyanka Salot, Co-Founder, The Sleep Company, said, “At The Sleep Company, we have always ensured to create comfortable experiences for consumers, which supports them in every phase of life. Our SmartGRID mattresses are designed to offer unmatched comfort– essential to enhancing the sleep quality of people as well as overall well-being. An ideal choice this wedding season, The Sleep Company mattresses also make for a thoughtful gift for couples starting their journey together. Our new campaign with Sima Taparia highlights the importance of finding a perfect mattress just like finding an ideal partner in life. The campaign takes the idea of matchmaking to a completely new level and emphasises how we prioritise quality and long-term satisfaction for our consumers.”
To this, Priya Pardiwalla, Chief Creative Officer, Steve Priya, said, “Over 3 seasons of her show, Sima aunty thought she’s heard all kinds of unrealistic demands and expectations for a prospective partner. Not really. In what looks like a scene from her show, we wanted to communicate that unlike most things in life, The Sleep Company mattress comes with the assurance of a 10-year warranty and 100 nights trial.”
