Description
When this film aired, SleepyCat had been in the market for over seven years, yet awareness was still low. The brand was often confused with a coffee company called Sleepy Owl, another mattress brand called SleepyHead, and sometimes even mistaken for a petcare brand. This misattribution was costing SleepyCat both traffic and customers. At the same time, most competitors were running celebrity-led commercials with large production budgets — something SleepyCat couldn’t afford to match. So instead of trying to outspend the category, we chose to outwrite it. While mattress advertising in India continued to focus on product features and tech claims, SleepyCat took a different route. We decided to speak about the culture around sleep instead of the category clichés around mattresses. The idea was to celebrate sleep, while playfully confronting the absurd trends people chase in the name of beauty and wellness.
