Sleepyhead introduces its latest product, the Technic Grid Mattress featuring Bollywood star Ranveer Singh. The campaign shows Ranveer saving Mumbai with this revolutionary mattress showcasing a 6D Hexagonal Grid and 3 Zone pressure system, promising unparalleled comfort and spinal support.
In this futuristic film, viewers witness Ranveer steal the alien’s secret superweapon, the Technic Grid Mattress, in the nick of time. But when he lands on the mattress, he becomes so relaxed that he almost misses the countdown. However, Ranveer manages to steal the mattress just in time, saving Mumbai from the aliens.
The Technic Grid Mattress is a cutting-edge sleep innovation with a hexagonal structure and over 3000 air channels for efficient heat dissipation. Its 3-zone design offers tailored comfort, with the central zone providing exceptional back support, aligning the spine, and evenly distributing pressure for a pain-free slumber.
Shivakant Menon, Creative Director at Decision Pinnacle, the one behind the script and campaign idea says, “Advertising today is trying too hard to blend in with reality and that’s considered cool and urban. But the majority of India is not asking for that. They don’t need advertising to make sense. They simply need to be entertained. And that is a far better way to build top of mind recall value. That’s all we had to do with this film.Every mattress ad at some point shows a person sleeping on it. That’s boring and quite obvious. We set out to mirror the absolute crazy energy that a brand ambassador like Ranveer Singh can bring to the table. We obviously didn’t want him sleeping on a mattress.. Since the brand is a jester archetype, exaggerating and having fun with the depiction of what ‘future of sleep’ means was crucial for creating strong recall…”
Speaking on the film veteran director Rajiv Rao said “Working on this project was an absolute treat especially when you a have whacky script with Ranveer Singh on a levitating mattress! His infectious energy, enthusiasm and serious commitment to play any character is simply amazing. To enhance Ranveer’s character we opted for a retro vibe that takes us back to the 80’s. This influenced everything from set designs and props to costumes, even extending to the cute and lovable aliens.”
Nirvana Films is the Production house that has brought this film into reality
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