Peps Industries has unveiled its latest campaign, “Some Breakups are Necessary,” encouraging Indian consumers to upgrade from outdated, unsupportive mattresses. Through a witty series of multilingual ads, the brand uses relatable breakup scenarios to highlight the emotional and physical toll of poor sleep, positioning its spring mattresses as the ideal solution.
The campaign cleverly plays on relationship tropes, portraying characters “breaking up” with their old mattresses for better sleep and support. It also reinforces Peps’ belief that spring mattresses—powered by features like the Marvellous Middle Advantage and Zero Disturbance Technology—offer superior comfort and spinal support.
Alongside the ad films, Peps launched the Great Sleep Festival, offering a 25% discount on all spring mattresses for a limited time across online and retail platforms. The campaign was conceptualized by Renuka Jaypal and brought to life by filmmakers Athreya Arabbhi and Avinash Hariharan.