MAM
The Sleep Company marks 100 stores with Rs 1.25 crore mattress giveaway
Mumbai: The Sleep Company (TSC) launched a landmark giveaway campaign to celebrate its 100th store, investing Rs 1.25 crores to distribute mattresses nationwide. This made TSC the first mattress brand in India to undertake such a significant giveaway, highlighting its commitment to improving sleep health.
The campaign began in Bengaluru and quickly expanded to Mumbai, Delhi, Hyderabad, and Chennai due to enthusiastic response. With careful planning and engagement of 100 influencers, the event on 31 August raised awareness about quality sleep while providing mattresses.
TSC’s patented SmartGRID technology underscored its mission to enhance well-being across the country. As TSC reflected on this success, it looked forward to innovative products and potential international expansion, continuing its journey toward a well-rested nation.
Indiantelevision’s Suman Baidh caught up with The Sleep Company CMO Ripal Chopda to discuss the innovative strategies behind their landmark giveaway campaign, the impact of customer trust on their growth, and the exciting plans for future product launches and international expansion.
On the planning process behind this massive giveaway, the key challenges and overcoming them
We initially rolled out our giveaway campaign in Bengaluru, as it was the city where we began our offline journey. The enthusiastic and overwhelming response from customers in Bengaluru motivated us to expand the campaign on a much larger scale. This inspired us to take on the ambitious task of executing a giveaway worth Rs 1 crore—one of the biggest giveaway initiatives across the country that was aimed at rewarding our customers and strengthening our brand presence.
To take this campaign to new heights, we selected the top four metro cities: Mumbai, Delhi, Hyderabad, and Chennai, ensuring we reached key markets where we had a growing customer base. In each city, we carefully chose four strategic locations to maximize engagement and outreach. Planning for such a large-scale campaign required a month of thorough preparation, coordination, and strategy to ensure every detail was executed flawlessly.
On 31 August, the giveaway was successfully conducted across all four cities, marking a significant milestone for us. To further enhance the campaign’s impact, we gave away pillows to customers as part of the giveaway. We also engaged 100 influencers across the four cities to amplify the campaign on social media, driving buzz and excitement among their followers. In addition to digital efforts, we leveraged traditional print media to directly reach city residents and create awareness about the giveaway in the lead-up to the event.
On the most surprising reaction that received during the campaign
The response in Bangalore was truly astounding, and the entire campaign was full of pleasant surprises. One of the most unexpected reactions was the overwhelming turnout—seeing over 1,200 people eagerly lining up outside the store since midnight was incredible. What surprised us even more was the sheer speed at which the giveaway unfolded. The entire offer was claimed within just 45 minutes! Given that this was our first giveaway campaign, every aspect, from the turnout to the energy, exceeded our expectations and left us thrilled.
On customer trust influencing the pace and direction of your brand’s growth and any stories or customer feedback that stand out in this journey
Our rapid expansion, achieving the milestone of 100 COCO stores in just two years, is a direct result of the trust our customers have placed in us. Their love for our brand and products has been truly remarkable. Our patented SmartGRID technology has made a lasting impact, and the positive response has inspired us to do even more for the people of India, helping them sleep and sit better. The greatest reward of our efforts comes from customer testimonials, with many sharing how our products have alleviated back pain, improved sleep quality, and even resolved health issues.
From the beginning, we’ve prioritised building strong relationships with our customers by delivering innovative, high-quality products paired with exceptional service. This deep customer confidence has not only driven our growth but also guided us in refining our offerings and expanding our reach. As we continue to grow, we remain committed to delivering on our promise of superior sleep solutions and enhancing the well-being of our customers across India.
On the factors that enable this campaign to go beyond selling mattresses and actively contributing to improving sleep health in India
Since its inception, our mission has been to help people sleep and sit better across the country. With this large-scale campaign, we continue to fulfil our mission. By giving away our mattresses to our customers we have created awareness about the importance of experiencing a world-class mattress. Given that, we spend two-thirds of our lives on mattresses it is crucial that customers experience our mattresses and use them and realise how our patented SmartGRID technology can create a difference in their lives, and improve the overall health of individuals. Through this initiative, we aim to raise awareness about the importance of quality sleep and the role our products play in enhancing sleep health.
On the next big dream for The Sleep Company and any hints on future campaigns or products
Expanding the love and trust of our customers continues to be our dream and motivation. Technology is at the heart of our company, and we will continue to launch innovative products that help people in India sleep and sit better. We have many exciting developments in the pipeline, including the introduction of AI-integrated products designed to enhance sleep quality. Additionally, we plan to expand beyond India, starting with the United Kingdom. We are investing in identifying the right product-market fit there, and if successful, this will open doors for further expansion into other European and North American markets.
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
