Conceptualized and crafted by the teams at The Sleep Company, brand studio Anomalous, and production house Another Idea, ‘#GoSmartGRID With AK!’, explores the mattress woes of the average Joe.
With Anil Kapoor as its brand ambassador, The Sleep Company launched its first brand campaign – #GoSmartGRID With AK! Giving audiences their first glimpse of the Bollywood megastar ‘in the grid’, the campaign will be digital-first, launched across the company’s social network and other digital channels.
Led by Anil Kapoor’s signature quirky disposition the film dispels the notion of sleep stress with the brand’s patented SmartGRID mattress, adding proof to the technology with the telltale mattress experiment – the raw egg test. The 60-second ad film is digital exclusive and will be followed by three short films later this month.
Anil Kapoor said, “The Sleep Company is all set to revolutionize the way we sleep and sit, giving India the perfect surface to rest and relax. I am thrilled to be a part of their journey to do so, especially since I am consciously driven by health and fitness, with sleep playing an important role in my active lifestyle. It was so much fun being a part of the ‘#GoSmartGRID With AK!’ campaign and trust me, the eggs in the egg-test are real!”
Commenting on the launch of their first brand campaign, Priyanka Salot – Founder of The Sleep Company said, “It’s been almost two years that we’ve been in the comfort solutions market and our growth so far has been exponential. Adding another dimension to India’s slowly burgeoning sleep economy, we want to spotlight the sleep problems, the wrong mattress can cause and how with the right innovation the sleep experience can be elevated. ‘#GoSmartGRID With AK!’ is our first few steps in doing so. We have big plans for The Sleep Company in terms of products as well as market expansions and with this campaign, we’re excited to further elevate the brand’s visibility in the mainstream market. Furthermore, we’re even more thrilled to be able to do that with such a charismatic persona like Anil Kapoor who we are lucky to call our customer first and brand ambassador second.”