Mumbai: Peps Industries has launched its latest campaign titled “Some Breakups are Necessary”—a bold and witty take on mattress upgrades. The campaign urges consumers to part ways with their old, unsupportive mattresses and embrace scientifically advanced spring mattresses for better sleep.
Staying true to Peps’ legacy of blending emotion with education, the multilingual campaign drives home the message that “if your mattress isn’t supporting you, it’s time to move on.” The brand’s humorous narrative draws parallels between toxic relationships and outdated mattresses—encouraging consumers to choose better, for the sake of their sleep and wellbeing.
The #SomeBreakupsAreNecessary campaign unfolds through a trilogy of short films, each portraying characters in mock breakup scenarios. The first film reveals a woman voicing her complaints in what appears to be a breakup with a partner, only to reveal it’s her mattress that’s being dumped for poor support. This clever twist highlights the exaggerated comfort claims made by substandard products in the market.
The second film, released today, continues this quirky storytelling. The final part titled “Sorry, But Not Sorry” is set to launch next week, maintaining the same tone of relatability and humor. Together, the films bust common myths about coir and foam mattresses, while spotlighting Peps’ spring mattress technology—including the Marvellous Middle Advantage and Zero Disturbance Technology—as the superior solution for undisturbed, full-body support.
In an age where sleep is often sacrificed and misunderstood, this new campaign brings attention back to the real hero of rest: a well-engineered mattress. From supporting spinal health to adapting to every curve of the body, Peps Spring Mattresses address everyday consumer frustrations while promising consistent sleep quality and no more partner disturbances or sagging.
G. Shankar Ramm, Managing Director and Co-Founder, Peps Industries, said, “At Peps, we’ve always believed that sleep is personal and non-negotiable. Unfortunately, many people don’t realise how much their mattress affects their physical and mental well-being. Our new campaign reminds them, humorously and honestly, that if your mattress isn’t supporting you, it’s time to say goodbye. For Indian sleepers, Spring is still king.”
The campaign was conceptualised by Brand Consultant Renuka Jaypal, in collaboration with South-based filmmaker duo Athreya Arabbhi & Avinash Hariharan.
“We wanted to dramatise a universal frustration: staying stuck with something that no longer serves you. And that’s where we came up with this relatable messaging to the audience,” said Renuka Jaypal, Brand Director.
Launched in Hindi, Kannada, Tamil, Telugu, and Malayalam, the ad films are now live on Peps’ official YouTube and Instagram handles.
Watch the campaign here:
To complement the campaign, Peps has also introduced the Great Sleep Festival, offering 25% off on all spring mattresses across both digital platforms and retail stores in India—making it the perfect time for Indian households to upgrade their sleep experience.
