MAM
Saatchi & Saatchi creates ‘sleep exchange’ campaign for Springwel
Mumbai: Springwel mattresses is launching a new ad campaign that has been conceptualised by Saatchi & Saatchi.
Springwel mattresses wanted to give its potential customers an exchange offer wherein they could exchange their old mattresses for a new one at a discount. The act of buying a mattress has been made into an act of good in the new “sleep exchange” idea.
According to the agency, the idea came from the insight that over eight crore Indians are homeless – half of them children. They sleep anywhere they can – on pavements, under flyovers, on railway platforms, at bus stops and on park benches.
In partnership with Springwel, Saatchi & Saatchi decided to galvanise people to do their bit. The campaign asked consumers to exchange their old mattress for a new Springwel mattress. Besides giving the customer a discount, the brand also tied up with NGOs running shelters for the homeless, and donated the old mattresses to them.
This message was spread via social media, instead of mainstream broadcast media. The agency had created a film showing three street children going back to their regular place to sleep after a hard days’ work. As they reach the place, they find it littered with garbage. They clean the place and lay newspapers, and pieces of cardboard which act as mattresses, just to have a good night’s sleep.
The agency has also been keeping Facebook users informed about on-going activities and uploading actual stories of homeless people and how they reached where they are.
Additionally, on-ground activities have also been initiated. Using part of the pavement on Marine Drive (Mumbai) as a canvas, four artists created a ‘larger-than-life’ chalk illustration of a homeless kid sleeping on the pavement. In the five hours that it took to complete the illustration, thousands saw, photographed and shared the message via social media.
The agency is also planning to have a wall painting project on the same lines in New Delhi. Also on the anvil is a photography contest cum exhibition with the homeless as a theme. This will be open to all, and will be judged by a panel of photo journalists.
Springwel managing director Paramjeet Singh said, “We loved the suggestion of our advertising agency, Saatchi & Saatchi, to donate these old, but serviceable, mattresses to shelters for the homeless, allowing us to repurpose mattress for a larger good.”
Saatchi & Saatchi, Delhi vice president Jaibeer Ahmad said that the idea reflects Saatchi’s philosophy of turning brands into Lovemarks. “Instead of relying on ‘-er’ (better, thicker, softer) product benefits, Springwel will now be looked upon a brand that wants to make a difference to the larger community,” Ahmad said.
AD Agencies
WPP Media elevates Dipti Gulati to vp, client growth for APMEA
Singapore-based executive to commercialise AI-powered solutions business across the region
SINGAPORE: WPP Media has promoted Dipti Gulati to vice president, client growth, handing her the mandate to lead the commercialisation of its solutions business across APMEA.
Based in Singapore, Gulati steps up after serving as senior director, client growth, where she drove expansion across APAC spanning programmatic, search, social, CTV, DOOH and cross-channel offerings. Now, she is tasked with translating advanced AI, data and technology ecosystems into scalable growth strategies for global brands across FMCG, luxury, F&B and financial services.
“I commercialise the future of media — at scale, across APMEA,” Gulati said, announcing her appointment. She added that she turns advanced data, AI and technology ecosystems into real commercial outcomes, shifting the conversation “from a pure media play to owning business outcomes”.
Her brief is unapologetically future-facing: addressable, accountable and AI-powered media. She will work with cross-market teams across APMEA, bringing together diverse perspectives and cultures to accelerate growth and build what she calls the “future of media”.
Gulati’s rise caps nearly two years at WPP Media and follows a six-month stint as regional director of growth, APAC, at Mindshare, where she led new business development and expanded capabilities for existing clients. Earlier, as global account director for integrated marketing communications on the Unilever business, she drove communications strategy for multi-million dollar beauty and wellbeing brands across Southeast Asia.
Before that, Gulati spent close to two years as associate director at Warner Bros. Discovery in Singapore. She also served as director, strategic partnerships and market development at TrustSphere, leading go-to-market and growth initiatives across Asia and evangelising relationship analytics to C-level executives. TrustSphere, credited by industry and Harvard Business School case studies as a pioneer in relationship analytics, became a springboard for her deeper engagement with data-driven growth.
Her board and evangelist roles at the Asia Cloud Computing Association and its Asia Analytics Alliance further sharpened her regional policy and analytics credentials. Earlier chapters include marketing consultancy at Blockchain Foundry and a seven-year run at Warner Bros. Discovery in India, where she led ad-sales and business development for HBO and WB across north and east India, delivering record billings. She began her career at Diligent Media Corporation Ltd and Bennett, Coleman and Co. Ltd..
From ad-sales floors in Delhi and Mumbai to boardrooms in Singapore, Gulati’s arc mirrors the industry’s own shift — from selling spots and slots to engineering outcomes through data and AI. At WPP Media, the brief is clear: scale smarter, move faster and turn algorithms into advantage.
