Conceptualised by brand consultant Renuka Jaypal, with filmmakers Arabbhi Athreya and Avinash.
Peps Industries, a leading spring mattress brand, has rolled out a new multilingual campaign titled “Spring is King”. The campaign blends humour with science to address common myths surrounding mattresses, particularly highlighting the benefits of natural spring mattresses over synthetic alternatives.
The campaign features seven relatable TVCs that portray everyday situations-such as a couple dealing with a child missing the school bus, a wife disturbed by her husband’s movements on the bed, and friends discussing misleading mattress claims. These vignettes aim to educate consumers while entertaining them with real-life humour and scenarios.
G. Shankar Ramm, CEO of Peps Industries, commented,
“At Peps, we believe that sleep is deeply personal and vital to wellness. Our spring mattresses are engineered to meet diverse needs-be it for couples, families, or pet lovers. After exploring materials like coir and foam, we’re confident that for Indian sleepers, Spring is King. With this campaign, we aim to ‘Bring Back Spring’ by combining personal comfort with collective humour, making mattress technology both relatable and memorable.”
The campaign was conceptualised by Renuka Jaypal, who collaborated with filmmakers Arabbhi Athreya and Avinash Hariharan.
Jaypal shared,
“‘Spring is King’ began as a South-first campaign, originally conceived in Tamil and Malayalam, and later transcreated across languages. These are real voices, not adaptations. In a noisy market, Peps chose to sing a lullaby-authentic and calm. Chinmayi’s voice gave it the soothing sound of real sleep.”
Director Avinash Hariharan added,
“Life doesn’t come with edits-just raw, real moments. That’s what we tried to capture in the films.”
The campaign is live in Hindi, Tamil, Telugu, Kannada, and Malayalam, and is currently running on OTT platforms, regional TV channels, and Peps’ digital platforms including YouTube and Instagram.
