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The Sleep Company (TSC), India’s leading comfort-tech brand, has launched its latest campaign, #RetireMemoryFoam, calling for consumers to move on from outdated memory foam and embrace SmartGRID technology. This innovative campaign challenges the reliance on 58-year-old memory foam, which was invented in 1966, by highlighting the advancements in modern sleep solutions.
Despite significant technological breakthroughs in many areas of life, memory foam has remained virtually unchanged for decades, making it increasingly unsuitable for restful sleep. Memory foam, originally developed by NASA for astronauts, was never designed with sleep in mind and has become inadequate for providing quality rest. The Sleep Company’s SmartGRID technology, developed by ex-DRDO scientists, offers a superior solution by addressing common memory foam issues such as sagging, breaking, and heat retention.
The campaign’s narrative features a couple struggling to sleep, only to be interrupted by a voice from their mattress—an old man lamenting the outdated nature of memory foam. This humorous twist highlights how technology has evolved in every aspect of life, from smartphones to computers, yet memory foam has remained stuck in the past. The campaign aims to educate consumers on the importance of upgrading their sleep solutions for better health and well-being.
Priyanka Salot, Co-founder of The Sleep Company, explained, “We recognised that traditional memory foam couldn’t offer the right balance of firmness and softness, nor adapt to individual body types. Our SmartGRID technology redefines comfort with 2500+ air channels for superior breathability and adaptive support.”
Ripal Chopda, Chief Marketing Officer at TSC, added, “We want to challenge conventional thinking and encourage consumers to make smarter choices for their sleep. It’s time to leave the old, outdated memory foam behind and experience unparalleled comfort with SmartGRID.”
Through this campaign, TSC is aiming to disrupt the mattress industry by encouraging people to retire outdated technologies and embrace sleep innovations that support a healthier lifestyle.
