#RetireMemoryFoam campaign to raise awareness and urges consumers to upgrade their sleep with Gen Z SmartGRID technology
Backed by science, SmartGRID technology redefines comfort, leaving sinking memory foam in the past.
Mumbai, 18th December 2024: For six decades, the world has embraced countless technological advancements, yet millions of consumers still rely on 58-year-old memory foam. Innovation is taking over the world head on, modern technology is in your phone, car and just about everywhere. Modern sleep solutions are here to revolutionise the world of comfort for you making it the most important factor for healthier lifestyle changes. The Sleep Company (TSC), India’s leading comfort-tech brand, has revolutionized the industry with its patented SmartGRID technology. Through its latest campaign #RetireMemoryFoam, it gives a wake-up call to not live under the rock with outdated Memory Foam and choose SmartGRID technology as your comfort partner.
Despite advancements in sleep technology, many people in India remain unaware of the new innovations disrupting this space. The campaign is aimed to educate and create awareness about how such advancements can significantly improve sleep quality. Acknowledging that we spend nearly one-third of our lives sleeping in bed, approximately 26 years on average, TSC’s new campaign emphasizes the need for mattress technology to keep pace with modern advancements. Memory foam, invented in 1966, has remained unchanged ever since, rendering it outdated and increasingly redundant.
Interestingly, memory foam was originally invented by NASA as cushioning for astronauts and was not designed with sleep in mind, making it unsuitable for truly restful sleep. Unlike memory foam, the SmartGRID is modern Gen Z technology, free from common issues such as breaking, sagging, and heating. SmartGRID, a revolutionary sleep technology developed by ex-DRDO scientists after years of rigorous research and trials, offers the perfect balance of comfort and support. The Sleep Company proudly pioneers India’s first and only SmartGRID mattress, redefining sleep quality like never before.
Conceptualized by Steve Priya, the plot of TSC's 'Retire Memory Foam' campaign starts with a couple who cannot sleep and are shocked by an old man's voice coming from a mattress that narrates its story. It highlights how technologies like phones and computers have changed over decades, while memory foam remains the same. The campaign aims to educate people about the importance of advanced sleep technology. This engaging narrative promotes consumers to prioritize sleep quality and make smarter choices through innovative solutions like SmartGRID. The outdated memory foam mattress urges people to let it retire, as sticking with it feels like living in the past. Instead, it inspires them to make a smarter choice by welcoming the innovative SmartGRID mattress into their homes.
Memory Foam versus SmartGRID:
Feature | Memory Foam | SmartGRID |
Heat Retention | Retains heat, making it uncomfortable to sleep on | Breathable grid design creates cooler sleep environment stimulating sleep |
Support | Lack of proper support, can feel uneven over time | Adapts intelligently to body contours, offering firm and cushioning support |
Comfort | Can feel too soft or too firm depending on the type | Strikes the perfect balance between softness and firmness, offering consistent comfort |
Spinal Support | Limited long-term spinal support | Provides long-term spinal support, ensuring proper alignment |
Maintenance | High maintenance, prone to odors and compression | Low maintenance, durable, and resists compression |
Durability | Compresses and sinks under pressure | Resistant to sagging, maintains shape for longer periods |
Priyanka Salot, Co-founder of The Sleep Company, said, “At The Sleep Company, we identified significant gaps in sleep solutions; traditional memory foam could not provide firmness and softness simultaneously, it had poor cooling abilities, and it did not adapt to individual body types. We defined comfort and sleep quality using our patented SmartGRID technology, featuring 2500+ air channels for superior breathability and adaptive support for every body type. The '#RetireMemoryFoam' campaign actively promotes people to outlive the old and outdated sleep solution technologies and embrace innovation that impacts their overall well-being.”
Ripal Chopda, Chief Marketing Officer of The Sleep Company added, "With the 'Retire Memory Foam' campaign, we want to challenge the conventional way of thinking and encourage consumers to rethink their sleep solutions. Our mission is to educate and empower people to make smarter, more informed choices when it comes to their sleep. SmartGRID technology is the perfect solution for anyone looking to experience unparalleled comfort and support. It’s time to move forward with sleep technology into the future and leave behind the old ways.”
Priya Pardiwalla, Chief Creative Officer of Steve Priya said, “Today, everyone’s constantly upgrading their laptops, mobiles, watches, and other gadgets. We wanted users to also upgrade from their memory foam mattress to The Sleep Company’s SmartGRID technology, which is the latest in sleep science. While researching for this campaign, we discovered that the memory foam mattress was invented way back in 1966. It’s a 58-year-old technology. The timing, the year was perfect for the retirement of the memory foam mat
No comments:
Post a Comment