Spaces launches its Mattress range with a quirky multipronged campaign!

SPACES ®, Welspun India Limited's marquee home linen brand has announced its foray into the mattress category with Yours’n’Mine Mattress range by launching a quirky multipronged campaign #HappilyParated. The campaign sets out to highlight the requirements of couples getting one mattress that matches both of their preferences. Featuring top influencers such as Rahul Dua and RJ Karishma, Prashasti Singh, and Sahil Shah, the campaign will highlight the need for mattress customization through two brand TVCs, as well as popular content formats such as memes and reels.

With the pandemic reigniting the conversation around the benefits of sound sleep and adequate sleeping hours, consumers today demand wellness products designed for a healthier lifestyle. As a result, India has emerged as a prominent market for wellness-centric lifestyle products; the country’s mattress segment accounted for the 2^nd highest revenue in 2021 with $11,874 million in sales and has registered a CAGR of 11% over the last 5 years.

The SPACES Yours’n’Mine Matchress range aims to address a major need-gap: of different preferences of mattress firmness and support of people who often share the same bed, whether couples, roomies, or siblings. SPACES has curated a quiz that aids customers to find the right fit for the mattress by understanding their preferences. #HappilyParted campaign takes a playful take on how compromising on their preferred mattress type can lead to uncomfortable sleep patterns that make people feel like animals out of their natural habitat, even as their sleeping partners enjoy a full night’s rest.

Conceptualized by 21N78E Creative Labs, this campaign aims to expand on the importance of comfort during sleep, with the first film portraying a man sleeping on the bed, blissfully unaware of a wolf next to him, who is growling and prowling at the man. The second film follows the same approach by portraying a man peacefully sleeping in his bed before the focus shifts to a rustling of feathers and an owl gradually sinking into the mattress and fluttering its wings to stay above board. Both the videos end with a segue to the SPACES mattress changing into various half and half customizations –  Firm & soft, Firm & Medium, Medium & Soft – to ensure desired comfort and restful sleep.

Apart from partner influencers who will create light-hearted reels with animal filters to showcase the plight of sleeping on an ill-matched mattress, the brand will utilise popular animal meme templates to drive the message that comfort cannot be one-sided. The social media content will be complemented by ads on Shaadi.com and Tinder that encourage couples to sleep happily parted with SPACES Yours’n’Mine Matchresses, as well as a celebrity couple challenge featuring games with a twist to drive engagement and awareness.

Speaking on the launch, Manjari Upadhye, CEO, Domestic Business, Welspun India Limited commented, “The role of sleep in a healthy lifestyle has been underscored over and over in the two years of the pandemic. However, managing to get a full night’s rest becomes difficult for people sharing a bed with a partner, roommate, or sibling, as one person often ends up compromising on their preferred mattress type. Our latest brand campaign is a playful take on this often ignored issue and positions the SPACES Yours’n’Mine range as the perfect solution for both people to sleep happily parted. We have brought some of the most popular influencers on board for this campaign and will be utilising memes, channel-based ad targeting, and engaging activities to drive home the message. We are excited by the initial response and are confident that the campaign will be successfully position SPACES Matchresses as the perfect fit for everyone looking for a good night’s sleep.”

Speaking on the launch, Sudhir Nair, CEO & Founder, 21N78E Creative Labs said, “The category is seeing disruption as never before thanks to the DTC entrants, with each pushing the boundaries to the limit. From category firsts like Hygrocotton, to now a completely customizable mattress, SPACES is also pushing the envelope. As a thoughtful brand that keeps consumer centricity at its core, SPACES is always innovating. We wanted to ensure that our communication hits the sweet spot so  of ensuring that we can capture the imagination of our audiences, but equally important to do justice to such an innovative product.” 

Disturbed sleep can truly bring out the animals in us, fortunately with SPACES Yours’N’Mine mattress, you and your partner can find your perfect match, sleep together and still sleep #HappilyParted!”, added Navin Kansal, Chief Creative Officer – 21N78E Creative Labs.

Welspun’s SPACES Matchress range has three primary variants of soft, medium, and hard apart from Yours’n’Mine, which is further available in three configurations – half-medium/half-hard, half-soft/half-medium, and half-hard/half-soft. The SPACES matchress has a luxury range as well, which comes with an  an additional euro top layer that offers a luxurious feel and additional comfort relieving aches and pains This first of its kind mattress by SPACES comes with an-built mattress protector with stain resistance and water repellent properties with a 30 day free trial along with a 12 years warrant on purchase. Additionally it has odor free and anti-pilling features.