SleepyCat launches new campaign for Ultima Mattress with Vir Das
The campaign highlights the superlative features of the product through a quirky representation of what comfort truly looks and feels like, with the UItima Mattress
Delhi, May 23, 2022
SleepyCat, the D2C sleep solutions brand, has launched its new campaign for the Ultima Mattress with stand-up comedian and actor, Vir Das.
Designed with the CoolTEC fabric and DeepTouch Pressure Technology, the Ultima mattress as per the company claims to keep the user 4° cooler and provides 7-zone body support.
The campaign highlights the superlative features of the product through a quirky representation of what comfort truly looks and feels like, with the UItima Mattress.
The campaign kicks off with Das sound asleep in a luxurious igloo, 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 own bed, on a SleepyCat Ultima Mattress. The visually stunning narrative brings out the cutting-edge technology of CoolTEC fabric of the Ultima Mattress.
In the second film, Das personifies the epitome of relaxation, on a massage bed in a luxury spa. He can be seen waking up with his alarm, only to find himself in his own bed on the Ultima mattress.
Director: Saif Azmi
Producers: Ashraf Abbas and Akash Thakkar
Production House: Foodlooking Digital Pvt Ltd
Executive Producer: Jude Fernandes (Sage Films)
DOP: Chirag Sadhnani
Das said, “I have a love-hate relationship with sleep. I love it so much that I hate not having enough time for it. So, I have to make the most of the 7-8 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 actually caters 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 actually 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 definitely carry it with me wherever I go.”
Kabir Siddiq, Founder and CEO, SleepyCat, 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, which is India’s first mattress with CoolTEC™ fabric and DeepTouch™ Pressure Technology, is set to revolutionise the standard of sleep. 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.”
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