Sleepwell, one of India’s leading mattress brands, continues to innovate with its patented Nexa Foam, a groundbreaking technology that offers superior support without the sink-in feel of memory foam. In a bid to make this innovation instantly relatable, Sleepwell has turned to an unexpected yet delightful analogy: cake.
The brand has partnered with renowned baker Shivesh Bhatia to create the ‘Nexa Cake,’ a fun, food-inspired experiment. In a unique video, Shivesh Bhatia recreates Sleepwell Pro Nexa as a multi-layered cake, with each layer symbolising the advanced construction of the mattress. This simple but striking visual story allows customers to easily grasp why Nexa Foam is a game-changer in sleep technology.
Puneet Gulati, CMO of Sleepwell, explains, “The challenge was making a technical innovation feel instantly relatable. The ‘Nexa Cake’ does just that—translating mattress science into something everyone understands.”
Abhijit Avasthi, Founder of Sideways, the consulting agency behind the campaign, adds, “Because we know that people may not pay close attention to innovations in the category, we thought of going simpler—the construction of layers in a cake could be a great way to convey the construction of what makes up Sleepwell’s flagship mattress and makes it special too.”
The campaign, now live across digital platforms, takes Sleepwell’s innovation beyond traditional advertising, blending creativity, storytelling, and technology to make better sleep truly relatable.
