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
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
