In a bold and engaging creative move, independent agency StevePriya-founded by former JWT creative veterans-has launched a new campaign for The Sleep Company, India’s leading comfort-tech brand and creator of the SmartGRID mattress. The campaign stars Bollywood legend Anil Kapoor, who delivers a witty yet pointed commentary on modern tech’s hidden cost: sleeplessness.

The film opens with a relatable scenario-a couple struggling to fall asleep, relying on virtual assistants for help. The responses are cold and ineffective, highlighting how today’s tech, while omnipresent, often fails to address real human needs. Enter Anil Kapoor-cool, composed, and charismatic-as he presents the SmartGRID mattress as the real solution to better sleep.

Priyanka Salot, Co-Founder of The Sleep Company, shared, “We’re constantly stimulated by technology, and it’s affecting our rest. With Anil Kapoor leading the message, we wanted to remind people: not all tech improves life. The SmartGRID is the only innovation built to help you truly sleep, even when the world around you can’t slow down.”

Blending humor with cultural insight, the campaign cleverly questions society’s over-reliance on “smart” gadgets and repositions SmartGRID as a meaningful advancement-tech that genuinely promotes well-being.

Priya Pardiwalla, Chief Creative Officer at StevePriya, added, “We trust tech to manage our sleep routines, but what if it doesn’t help? With real frustration, humor, and the charm of Anil Kapoor, we wanted to redirect attention to what truly matters-smarter sleep. The SmartGRID isn’t just a mattress; it’s comfort tech reimagined.”