Ad Campaigns
The Sleep Company’s #BeatTheHeat campaign to offer discounts based on yesterday’s highest temperature
Mumbai: Over 37 cities across various states in India recorded temperatures over 45°C this weekend. The scorching heat wave has left people sweating across the country with no relief in sight. The Sleep Company, a comfort-tech brand, aims to rescue people during this tough time ensuring everyone gets the basic privilege of a good night’s sleep.
High temperatures and humidity filled rooms make cozy environments sweaty and stinky, leading to allergies, nausea and sleeplessness, thereby impacting the overall health of individuals. Experts believe that deep sleep is only possible when the body temperature is low. The Sleep Company’s Smart Luxe SnowTec mattress is designed in such a way that the mattress regulates body temperature by managing heat and humidity, creating a cool sleeping environment. With over 2500 plus air channels to enhance airflow, the SnowTec cooler technology feels four to six degrees cooler. Its thermal conductivity is specifically designed to absorb extreme levels of heat and water vapour.
Patented with the SmartGRID technology combined with the cool SnowTec fabric, the mattress gives 25 per cent extra cooling, giving 10 plus more hours of undisturbed sleep. Besides, it intelligently adapts to the body shape and is soft where one needs comfort and firm where one needs support.
To help more people access this cooling technology, The Sleep Company has launched #BeatTheHeat campaign. Through this, the company is offering discounts based on the previous day’s highest temperature. The Sleep Company will monitor yesterday’s highest temperature and it will be captured.on their system and on placards in the retail stores across Mumbai, Delhi, Chennai, Hyderabad and Bangalore.. Customers can walk in or place an order through the website to enjoy these exciting offers throughout the day.
The Sleep Company co-founder Priyanka Salot said, “We deeply understand the challenges posed by the ongoing heat wave in India. The extreme temperatures, reaching over 45°C in many cities, significantly impact the quality of sleep and overall well-being of individuals. With the #BeatTheHeat campaign, we aim to make this technology accessible to everyone, offering discounts based on the highest temperature of the previous day. This initiative reflects our commitment to helping people combat the adverse effects of extreme heat and prioritize their sleep quality and overall well-being.”
Get rid of the heatwave and avail the discount on the Smart Luxe SnowTec mattress in The Sleep Company’s store or website.
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.
