MAM
The Sleep Company marks 100 stores with Rs 1.25 crore mattress giveaway
Mumbai: The Sleep Company (TSC) launched a landmark giveaway campaign to celebrate its 100th store, investing Rs 1.25 crores to distribute mattresses nationwide. This made TSC the first mattress brand in India to undertake such a significant giveaway, highlighting its commitment to improving sleep health.
The campaign began in Bengaluru and quickly expanded to Mumbai, Delhi, Hyderabad, and Chennai due to enthusiastic response. With careful planning and engagement of 100 influencers, the event on 31 August raised awareness about quality sleep while providing mattresses.
TSC’s patented SmartGRID technology underscored its mission to enhance well-being across the country. As TSC reflected on this success, it looked forward to innovative products and potential international expansion, continuing its journey toward a well-rested nation.
Indiantelevision’s Suman Baidh caught up with The Sleep Company CMO Ripal Chopda to discuss the innovative strategies behind their landmark giveaway campaign, the impact of customer trust on their growth, and the exciting plans for future product launches and international expansion.
On the planning process behind this massive giveaway, the key challenges and overcoming them
We initially rolled out our giveaway campaign in Bengaluru, as it was the city where we began our offline journey. The enthusiastic and overwhelming response from customers in Bengaluru motivated us to expand the campaign on a much larger scale. This inspired us to take on the ambitious task of executing a giveaway worth Rs 1 crore—one of the biggest giveaway initiatives across the country that was aimed at rewarding our customers and strengthening our brand presence.
To take this campaign to new heights, we selected the top four metro cities: Mumbai, Delhi, Hyderabad, and Chennai, ensuring we reached key markets where we had a growing customer base. In each city, we carefully chose four strategic locations to maximize engagement and outreach. Planning for such a large-scale campaign required a month of thorough preparation, coordination, and strategy to ensure every detail was executed flawlessly.
On 31 August, the giveaway was successfully conducted across all four cities, marking a significant milestone for us. To further enhance the campaign’s impact, we gave away pillows to customers as part of the giveaway. We also engaged 100 influencers across the four cities to amplify the campaign on social media, driving buzz and excitement among their followers. In addition to digital efforts, we leveraged traditional print media to directly reach city residents and create awareness about the giveaway in the lead-up to the event.
On the most surprising reaction that received during the campaign
The response in Bangalore was truly astounding, and the entire campaign was full of pleasant surprises. One of the most unexpected reactions was the overwhelming turnout—seeing over 1,200 people eagerly lining up outside the store since midnight was incredible. What surprised us even more was the sheer speed at which the giveaway unfolded. The entire offer was claimed within just 45 minutes! Given that this was our first giveaway campaign, every aspect, from the turnout to the energy, exceeded our expectations and left us thrilled.
On customer trust influencing the pace and direction of your brand’s growth and any stories or customer feedback that stand out in this journey
Our rapid expansion, achieving the milestone of 100 COCO stores in just two years, is a direct result of the trust our customers have placed in us. Their love for our brand and products has been truly remarkable. Our patented SmartGRID technology has made a lasting impact, and the positive response has inspired us to do even more for the people of India, helping them sleep and sit better. The greatest reward of our efforts comes from customer testimonials, with many sharing how our products have alleviated back pain, improved sleep quality, and even resolved health issues.
From the beginning, we’ve prioritised building strong relationships with our customers by delivering innovative, high-quality products paired with exceptional service. This deep customer confidence has not only driven our growth but also guided us in refining our offerings and expanding our reach. As we continue to grow, we remain committed to delivering on our promise of superior sleep solutions and enhancing the well-being of our customers across India.
On the factors that enable this campaign to go beyond selling mattresses and actively contributing to improving sleep health in India
Since its inception, our mission has been to help people sleep and sit better across the country. With this large-scale campaign, we continue to fulfil our mission. By giving away our mattresses to our customers we have created awareness about the importance of experiencing a world-class mattress. Given that, we spend two-thirds of our lives on mattresses it is crucial that customers experience our mattresses and use them and realise how our patented SmartGRID technology can create a difference in their lives, and improve the overall health of individuals. Through this initiative, we aim to raise awareness about the importance of quality sleep and the role our products play in enhancing sleep health.
On the next big dream for The Sleep Company and any hints on future campaigns or products
Expanding the love and trust of our customers continues to be our dream and motivation. Technology is at the heart of our company, and we will continue to launch innovative products that help people in India sleep and sit better. We have many exciting developments in the pipeline, including the introduction of AI-integrated products designed to enhance sleep quality. Additionally, we plan to expand beyond India, starting with the United Kingdom. We are investing in identifying the right product-market fit there, and if successful, this will open doors for further expansion into other European and North American markets.
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Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
