MAM
Peps Industries launches the most boring ad campaign ever
MUMBAI: Inner spring mattress company Peps Industries has launched its latest digital campaign BEDTalks. Inspired by TED Talks, but infinitely more boring, Peps BEDTalks is a curated series of incredibly boring topics aimed at putting people to sleep.
It features incredibly boring topics ranging from “The accounting history of debt contracting” to “Biodiversity of snails in forest ecosystems in Brazil”. Peps BEDTalks is designed to be the most boring ad campaign ever, on purpose!
Conceptualized with Phantom ideas Pvt. Ltd, the campaign is Peps’ unique take on engaging with its audience. Most brands try to entertain audiences. Peps Industries, which has always disrupted norms in the mattress business, takes the opposite path by creating some of the most boring communication pieces ever published.
Peps Industries managing director Madhavan says, “The lockdown has been quite stressful for people because anxiety is the enemy of sleep. So, as the leaders of the Spring mattress category, we at Peps wanted to do something to alleviate the stress. BedTalks seemed like a very disruptive way of bringing that goal to life.”
According to Phantom founder and chief creative officer, the idea was to do something a little different from the usual barrage of ‘stay home, stay safe’ campaigns from brands during this period. “That’s when we stumbled upon the idea of the BedTalks, as a devious little spin on that famous speaking platform. It is a hugely extendable idea, and we had quite a challenge to execute it, given that the voiceover delivery had to be supervised over video-conferencing, and the whole spot produced despite all the hurdles of the lockdown.”
The campaign videos can be viewed here:
Episode 1:https://www.instagram.com/p/B_iKe1IBUrx/?utm_source=ig_web_copy_link
Episode 2:https://www.instagram.com/p/B_scOFuBkvo/?utm_source=ig_web_copy_link
Episode 3:https://www.instagram.com/p/B_2pOT_hPoZ/
Episode 4:https://www.instagram.com/p/CABD5lMBQ30/?utm_source=ig_web_copy_link
Brands
Beep App launches Gen-Z career platform, clocks 30,000 plus placements
Pune startup turns scrolling into career action with learn-explore-earn model
PUNE: Beep App has rolled out its newly positioned career-focused app aimed at Gen-Z users, as it looks to bridge what it calls a growing gap between exposure and employability among young Indians.
Formerly known as EventBeep, the platform is built around a simple but timely idea: turning everyday scrolling into meaningful career action. The app targets students and early professionals, offering a unified space to explore career options, learn relevant skills and access internships and job opportunities.
At a time when short-form content dominates screen time, Beep is attempting to flip the script by embedding structured, career-oriented insights within a familiar scroll-based interface. The idea is not to disrupt user behaviour, but to redirect it.
The platform spans a wide range of fields, including artificial intelligence, product management, design and data analytics. It provides users with insights into role expectations, required skills and step-by-step career pathways, supported by inputs from industry practitioners.
At the heart of the offering is a “learn, explore, earn” model that integrates discovery, skill-building and hiring into one ecosystem. The company says this closed-loop approach is already gaining traction, with over 30,000 placements facilitated so far.
“Gen-Z does not lack ambition; what they often lack is structured direction,” said Beep App founder and CEO Saurabh Mangrulkar. “The Beep App is designed to organise that exposure into actionable pathways so users can move from intent to execution with greater confidence.”
The launch comes amid a broader shift in India’s job market towards skills-first hiring, where practical experience and demonstrable capabilities are increasingly valued alongside academic qualifications.
Founded in 2021, Beep App has grown steadily within the student ecosystem, connecting over 6.5 million users with opportunities across more than 1,500 colleges and 7,800 hiring companies.
Looking ahead, the company plans to deepen its content across emerging sectors, expand its hiring network and build more personalised career pathways tailored to user behaviour.
As Gen-Z continues to navigate a complex and fast-evolving job market, platforms that can turn curiosity into clarity may well shape the next wave of career discovery.
