Peps Industries, an Indian spring mattress brand, has launched its latest campaign ‘Some Breakups are necessary’ to raise awareness among customers to upgrade their mattresses on a timely basis. The brand has rolled out a witty, relatable film that captures the emotional toll of poor-quality mattresses, positioning spring mattresses as the long-term solution.
The multilingual series focusses on helping Indian consumers realise one simple truth: if your mattress isn’t supporting you, it’s time to move on.
Peps' Pan-India campaign ‘#Some Breakups are necessary’ features three humorous ad films centered around a “breakup” narrative with old mattresses. The first series shows a woman voicing her frustration in what seems like a breakup conversation with her partner only to reveal, in a surprising twist, that she’s addressing her old, unsupportive mattress.
Characters in these ads explain why they're “leaving” their old mattresses, whether due to outgrowing their comfort or finding better sleep elsewhere. Together, these ads cleverly use relatable relationship tropes to urge consumers to upgrade to a Peps mattress for genuine support.
G Shankar Ramm, Managing Director and Co-Founder, Peps Industries, speaking about the campaign, 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 and Avinash Hariharan.
Renuka Jaypal, Brand Director, said, “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.”
Launched across Hindi, Kannada, Tamil, Telugu, and Malayalam, the ads are currently live on Peps' official digital platforms including YouTube and Instagram.
