Ad Campaigns
Sleepwell Cocoon- India’s first customisable mattress
NEW DELHI: Sleepwell, India’s leading mattress brand from Sheela Foam Ltd, has launched Cocoon Mattress, a first-of-its-kind Mattress in a Box (MIAB) offering that allows consumers to choose the comfort feel of the mattress on their side of the bed. The mattress provides options of customisation, so that the customers can modify its comfort feel just by interchanging the top 2 foam layers from gentle to firm or vice versa.
As a part of the initiative, Sleepwell has released a digital film that takes you through the USPs of the product.
Today, customers are constantly in search of new product innovations that add to comfort in their daily lives. The Cocoon mattress is a unique offering from the house of Sleepwell that tries to integrate the highest-level personalisation in its product portfolio. Enclosed below are a few distinctive highlights of this product:
Half- Half Concept: The mattress will allow two sleepers on the same bed to have two different type of feels on two sides of the same mattress by rearranging the two different top foam layers. This allows them to choose different comfort feels on their side of the mattress for a comfortable sleep.
Choice of Firmness: The Cocoon is a Triple Layered Mattress – customizable top 2 layers & core bottom layer for unmatched support. The top 2 layers have a different feel on either side – Gentle & Firm. The customer can change the feel of the mattress by interchanging the layers – from Gentle to Firm or vice versa. It is a dual feel mattress when enables two sleepers on the same bed to enjoy a good night’s sleep just by rearranging the two different top foam layers as per their choice of feel. without upsetting their partner.
Mattress in a Box (MIAB): A concept where a mattress is compressed and packed in vacuum packaging with the help of a special compressing machine, that makes it suitable for direct shipping to the customer. After the vacuum packaging is opened by the customer, the mattress decompresses to its original shape and size and becomes ready for use.
DIY (Do it Yourself): The product is a Do It Yourself (DIY) product with little effort required in unpacking and making the product ready to use. The zipper allows the user to open the top cover for changing the feel.
Sheela Foam Ltd chief marketing officer-Sumit Sehgal said, “At Sleepwell, we have always endeavoured to place customers at the core of all our decisions. Cocoon is a great innovation that takes personalization to a whole new level. It will be available through an omni-channel model to get the product closer to our customers. We are confident that it will receive a positive response”
In an attempt to make the purchase of Cocoon mattresses easy and convenient, Sleepwell is offering delivery of products directly from the factory through a safe and hygienic supply chain. Additionally, Sleepwell is offering a free trial of the product, wherein if the customer doesn’t like the mattress, it can be returned within 30 days.
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.
