Peps Industries has rolled out its latest campaign ‘Some breakups are necessary’ that aims to raise awareness among customers to upgrade their mattresses on a timely basis. 

The campaign comprises a series of witty, relatable films that capture the emotional toll of poor-quality mattresses, positioning spring mattresses as the long-term solution. The multilingual series focuses on helping Indian consumers realise one simple truth: if your mattress isn’t supporting you, it’s time to move on. 

The pan-India campaign, conceptualised by brand consultant Renuka Jaypal in collaboration with South-based filmmaker duo Athreya Arabbhi and Avinash Hariharan, features three humorous ad films centered around a ‘breakup’ narrative. 

The first film in the series shows a woman voicing her frustration in what seems like a breakup conversation with her partner only to reveal, in a lighthearted twist, that she’s addressing her old, unsupportive mattress.  

The second film continues this theme, and will be followed by a third film ‘Sorry, But Not Sorry,’ to be released next week. 

The protagonists in these ads amusingly clarify to their old mattresses, why they're ‘moving on’. Together, these ads cleverly use relatable relationship tropes to urge consumers to upgrade to the brand’s mattress for genuine support. 

What we think about it: The campaign cleverly reimagines toxic relationships as old, unsupportive mattresses by tapping into relationship tropes. Spotlighting the overlooked strain of bad bedding, it puts an end to mattress loyalty with a cheeky call to users to move on for better sleep and support.

G. Shankar Ramm, managing director and co-founder, Peps Industries, 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.”

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” 

The ads have been launched in Hindi, Kannada, Tamil, Telugu, and Malayalam, across the brand’s official digital platforms including YouTube and Instagram.