The Sleep Company, a pioneer of the sleep-tech movement in India, as well as Asia’s only SmartGRID-based mattress maker, has launched its second brand campaign – Forget Memory Foam, Get SmartGRID Home – with its brand ambassador Anil Kapoor. In the campaign, the Bollywood megastar encourages shifting away from the 1950s-style memory foam mattresses to the new-generation SmartGRID technology-based mattresses.
In a comedy roast format, the ad campaign highlights the problems that people face after sleeping on a memory foam mattress. It features a young couple who use a memory foam mattress and are seen complaining about various issues that they face by using it, such as difficulty sleeping, sweating through the night, experiencing backaches, and more. Then, Anil Kapoor heroically swoops in to save the “night”, educating them about the revolutionary SmartGRID mattress, telling them to invest in it and to discard their old-style, outdated memory foam mattress.
The Sleep Company’s patented SmartGRID Technology, unlike Memory Foam, is made up of hyper-elastic polymer that is laid out in a grid structure. It provides softness which relaxes the pressure points on your body, and firmness that supports your back. SmartGRID has about 2500 air channels that will enable better circulation throughout your sleep and keep you cool. It is developed by a DRDO scientist. In its latest advertisement, The Sleep Company effectively demonstrates the adaptability and coolness that this technology provides.
Speaking about his association with The Sleep Company, Anil Kapoor said, “I strongly believe in the quality of sleep over the quantity of sleep. Ever since I switched to the SmartGRID Mattress from The Sleep Company, I have had no complaints about my back pain or difficulty sleeping. It just shows that the brand really delivers on its promise of improving your entire sleep experience. After being associated with the brand for over a year now, and being their customer, I can say without any doubt that their patented SmartGRID technology is a lot more effective than Memory Foam mattresses.”
Since 2019, the company has been innovating in the comfort and sleep solutions market, charting out a transformative path with ‘sleep science’ at its core. It started off as a digital-first brand but is now carving out a bigger niche for itself in the retail market. It has established new physical stores in Hyderabad and Bangalore and envisions opening 25+ stores in the next 6 months across the country.
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