Peps gives mattresses the it’s-not-you-it’s-me treatment

Spring mattress brand Peps Industries has launched its latest campaign ‘Some Breakups are necessary’ to raise awareness among customers to upgrade their mattresses on a timely basis. 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. 

Peps' pan-India ‘Some breakups are necessary’ campaign features three humorous ad films centered around a ‘breakup’ narrative with old mattresses. The first series shows a woman voicing her frustration in what seems like a breakup conversation with her partner only to reveal, in Telugu, in a surprising twist, that she’s addressing her old, unsupportive mattress. This highlights the issue of false comfort claims in the industry. The second series continues this theme, which will be followed by ‘Sorry, But Not Sorry’, to be released next week. 

Characters in these ads amusingly explain why they're ‘leaving’ their old mattresses, whether due to outgrowing their comfort or finding better sleep elsewhere. Together, these ads cleverly use relatable relationship tropes to urge consumers to upgrade to a Peps mattress for genuine support.

The campaign was conceptualised by brand consultant Renuka Jaypal in collaboration with South-based filmmaker duo Athreya Arabbhi and Avinash Hariharan. Jaypal 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 Peps campaign continues to bust myths about coir and foam mattresses through simple narratives that connect emotionally. By narrating that ‘Spring is King’, Peps repositions Spring mattress range, which is powered by features like the ‘Marvellous middle advantage’ and ‘Zero disturbance technology’, as the true ally in delivering deep, undisturbed sleep and full-body support.

Speaking about the campaign G Shankar Ram, managing director and co-founder of 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.”

Launched across Hindi, Kannada, Tamil, Telugu, and Malayalam, the ads are currently live on Peps' official digital platforms including YouTube and Instagram. As part of the ‘Some Breakups are necessary’ campaign, Peps has also announced the Great Sleep Festival, where customers can enjoy a flat 25% discount on all spring mattresses for a limited time. The offer is available both online and at retail outlets across India. This initiative aims to make superior sleep solutions more accessible to Indian households looking to upgrade their old mattresses.

Campaign’s take: Peps Industries has turned the breakup trope into a mattress manifesto. Its latest campaign, ‘Some Breakups Are Necessary’, cheekily frames ditching lumpy, unsupportive beds as a long-overdue split. Viewers momentarily misled by tales of romantic partings soon realise it’s the mattress—not the mate—that’s getting dumped.

This isn’t Peps’ first foray into storytelling-meets-sleep-science. Following Spring is King and Dream Big, the brand stays on message: spring mattresses are the MVP of restful nights. The films position sagging beds as the real culprits behind cranky mornings and restless partners—reminding consumers that a quality mattress is the real sleep hack.

In an age where ‘sleep debt’ is as common as subscription fatigue, Peps taps into everyday frustrations, amplifying them with humour and a clever ‘Great Sleep Festival’ discount. It’s a nudge to let go of false comforts—whether foam, coir, or the ghost of good sleep past—and upgrade to something sturdier.

For advertisers and marketers, it’s another playbook lesson: reframe mundane products through the lens of relationships and emotional baggage, and you might just get consumers to swipe right on a new mattress.