Bengaluru: Peps Industries, India’s leading spring mattress brand, marks its 20th anniversary, celebrating two decades of innovation, creativity, and campaigns that transformed how the nation sleeps. Since 2005, Peps has pioneered the spring mattress segment in India, combining humour, emotion, and cultural relevance to engage consumers and elevate the category.
A Legacy of Creativity That Changed the Sleep Conversation
Over the past 20 years, Peps Industries has launched several memorable campaigns that not only entertained audiences but also reshaped perceptions about sleep and comfort.
“Creativity lies at the heart of everything we do,” said G. Shankar Ramm, Managing Director, Peps Industries. “For 20 years, our mission has been to educate and delight our consumers and to show that a mattress isn’t just a product, but a key part of well-being. Our campaigns have helped shift mindsets, challenge conventions, and spark smiles along the way.”
Iconic Campaigns
- “Some Breakups Are Necessary”: This witty, multilingual campaign encouraged consumers to part ways with old, unsupportive mattresses. Through a trilogy of humorous films, it highlighted the physical and emotional cost of poor sleep, prompting audiences to upgrade to Peps’ spring mattresses for better comfort and support.
- “Spring is King”: A humour-led, hyperlocal campaign featuring seven short films, “Spring is King” simplified the science behind spring mattress technology and highlighted innovations like the Marvellous Middle Advantage and Zero Disturbance Technology in everyday Indian household contexts.
- Seasonal & Festive Engagements: Peps leveraged cultural moments with campaigns such as “Don’t Just Shop… Sleep Great!” during Diwali and Onam-themed initiatives, reinforcing comfort and quality rest as essential to celebration, building emotional resonance with audiences year-round.
Past Creative Highlights
Peps also introduced BEDTalks, a quirky digital series designed around intentionally boring conversations to help viewers fall asleep. This unconventional approach reflected the brand’s willingness to take creative risks while staying true to its core sleep promise.
Over two decades, Peps Industries has blended scientific insight with cultural nuance, creating campaigns that spark conversation, evoke emotion, and build loyalty. From humour-led myth-busting to festival storytelling and social campaigns, the brand has consistently elevated mattress marketing in India.
As Peps celebrates its 20-year milestone, the brand remains committed to pushing creative boundaries, innovating with purpose, and connecting with audiences through meaningful storytelling.
