Ad Campaigns
Anil Kapoor takes the ‘Deep Sleep Challenge’, completes it successfully in the new #MakersOfPeacefulSleep ad by The Sleep Company
Mumbai – The Sleep Company, India’s leading comfort tech brand, has launched a new campaign, #MakersofPeacefulSleep featuring the iconic Bollywood star Anil Kapoor. In today’s fast-paced world, a good night’s sleep can feel increasingly out of reach. According to a recent report, 61% Indians get less than 6 hrs of uninterrupted sleep. The campaign highlights how The Sleep Company’s mattresses provide deep, undisturbed sleep through their innovative and patented SmartGRID technology.
The SmartGRID mattress’s adaptive features ensure that each mattress delivers the perfect blend of firmness and softness, providing unparalleled support and comfort. It adjusts to any body shape for precise firmness that the spine requires and the softness that relaxes pressure points. Along with this extraordinary comfort, it also ensures that a person feels light like a feather physically and mentally when asleep, allowing them to claim deep sleep.
Conceptualised by Steve Priya, the campaign features a vibrant setting where Anil Kapoor and two robots engage in a spirited game of table tennis, creating the atmosphere of a stadium. In spite of the cacophony surrounding him, a man remains peacefully asleep, unaffected by the disturbance. This striking visual emphasises the exceptional quality of The Sleep Company’s patented SmartGRID technology, which ensures sleeping like a log irrespective of the noise or stress in the external environment. It is aimed at giving assurance about its capability to put you to deep sleep and guarantee a rejuvenating sleep experience from night until morning. The campaign is now live on The Sleep Company’s YouTube and Instagram channels, having already garnered 206K views and 80K plays, respectively.
Commenting on the campaign launch, The Sleep Company co-founder Priyanka Salot said “We believe sleep is not a luxury, it is a necessity, and unless a person has slept well, it is not possible to thrive in any area of life. Hence, we are dedicated to getting into the root cause of all problems – bad sleeping patterns. We ensure deep sleep the minute one is put into bed irrespective of what goes on in back of their mind or in the external environment. We want everyone to experience this instantaneous sleeping experience and wake up fresh as ever, ensuring greater fulfilment from life. The #MakersOfPeacefulSleep campaign is intended to do exactly that, along with highlighting the importance of #SmartGRID technology in the sleep industry.
The Sleep Company CMO Ripal Chopda shared his excitement about the new campaign, stating, “We’re thrilled to launch #MakersOfPeacefulSleep with Anil Kapoor. Just like him, you too can experience a revitalizing night’s sleep through our SmartGRID mattresses. Ensuring correct alignment of the spine while asleep is essential to avoid discomfort, and the right mattress can make all the difference. Whether you prefer a soft and plush feel or an orthopaedic option for superior back support, SmartGRID delivers customized comfort for a truly restful sleeping experience.”
Priya Pardiwalla & Steve Mathias, chief creative officers, Steve Priya said, “What happens when you take a laboratory and add a ping-pong table, 2 robots and the legendary Anil Kapoor into it? You get The Sleep Company’s latest commercial. Based on an unconventional and unexpected deep sleep test. The Sleep Company with its advanced SmartGrid mattress, air channels and adaptive technology, is taking deep and peaceful sleep to the next level. The film launches the larger brand idea, ‘Makers of Peaceful Sleep!’ which will be taken forward across multiple executions and mediums.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
