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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
