Ad Campaigns
SleepyCat launches a new campaign featuring comedian & actor Vir Das
The D2C brand SleepyCat has launched a new campaign for Ultima Mattress featuring stand-up comedian & actor, Vir Das.
Designed with a revolutionary CoolTEC™ fabric and DeepTouch™ pressure Technology, the Ultima is India’s first mattress that keeps the user 4° cooler and provides 7-zone body support.
The campaign is designed by Foodlooking Digital. In true Vir Das spirit, it highlights the superlative features of the product through a quirky representation of what comfort truly looks and feels like, with the Ultima mattress.
The campaign kicks off with Vir Das sound asleep in a luxurious igloo and snuggling in the lap of comfort, alluding to the cooling element of the mattress. Suddenly, he is brought back to reality and finds himself sleeping in his bed, on a SleepyCat Ultima mattress.
The simple yet visually stunning narrative brings out the cutting-edge technology of CoolTEC™ fabric of the Ultima Mattress, which is known to draw heat away from the body thereby keeping you up to 4° cooler.
In the second film, Vir Das personifies the epitome of relaxation, on a massage bed in a luxury spa. Vir can be seen waking up with his alarm, only to find himself in his bed on the Ultima mattress. Each layer of the Ultima mattress is contoured according to the support required by different parts of the body using DeepTouch™ Pressure Technology. This helps the mattress provide accurate and responsive 7-zone support, akin to a calming massage that helps you get deeper, more restful sleep.
As someone who is always on the go, touring the world and giving award winning performances, Vir Das truly understands the importance of sound sleep and unmatched comfort. Speaking about his association with the brand, he commented, “I have a love-hate relationship with sleep. I love it so much that I hate not having enough time for it.”
He added, “So I have to make the most of the seven-eight hours I get. And having not just a good, but a freaking awesome mattress is a non-negotiable thing for me. SleepyCat has these super innovative products that cater to specific user needs, and I love that they’re looking out for us. What fascinated me the most about Ultima Mattress is that it keeps your body 4° cooler. And you know that the line I am in needs one to have a cool and collected head. It also gives you ample support like we all want, in a mattress and life in general! If I could, I would carry it with me wherever I go.”
Commenting on the new campaign, SleepyCat founder and CEO Kabir Siddiq said, “With our mission to provide unmatched comfort and sound sleep solutions, we are always integrating advanced technology that pushes the envelope with each product we launch. The Ultima is set to revolutionize the standard of sleep.”
Explaining the idea behind roping in Vir Das, Siddiq said, “Coming together with a creative powerhouse like Vir Das has been an amazing journey. He is the ideal representation of the young Indian- dynamic, discerning and appreciates the value of true comfort and mental health. Through this campaign, people will get to see the ‘other side’ of Vir’s life- a “lie-down” instead of a “stand-up”, as he truly enjoys the experience of rest. For Vir, the Ultima Mattress checks all the boxes and we’re sure that this will be the case for the rest of the country as well.”
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.
