Outdated Memory Foam Gets A Wake-up Call In The Sleep Company’s New Campaign

For six decades, millions have stuck with outdated memory foam despite rapid technological advances. The Sleep Company (TSC) is on a path to changing that with its SmartGRID technology. Its #RetireMemoryFoam campaign urges consumers to embrace modern comfort and make sleep the cornerstone of a healthier lifestyle.

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 The '#RetireMemoryFoam' campaign actively promotes people to outlive the old and outdated sleep solution technologies and embrace innovation that impacts their overall well-being.”

Despite significant advancements in sleep technology, many in India remain unaware of innovations transforming this space. The Sleep Company’s latest campaign seeks to educate consumers on how these breakthroughs can drastically enhance sleep quality. Highlighting that we spend nearly one-third of our lives - about 26 years sleeping, the campaign underscores the need for mattress technology to evolve with the times. With memory foam unchanged since its invention in 1966, it’s become outdated and less relevant in today’s world.

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.”

Originally developed by NASA as cushioning for astronauts, memory foam was never intended for sleep, making it less ideal for achieving truly restful nights. In contrast, SmartGRID technology is a cutting-edge innovation designed for modern comfort. Free from issues like sagging, breaking and overheating, SmartGRID offers an unparalleled balance of comfort and support. Developed by ex-DRDO scientists after years of meticulous research, The Sleep Company introduces India’s first and only SmartGRID mattress, revolutionising sleep quality for a new generation.

Conceptualised by Steve Priya, TSC's 'Retire Memory Foam' campaign unfolds with a couple struggling to sleep, startled by an old man's voice emanating from their mattress as it recounts its decades-old history. The narrative contrasts how technologies like phones and computers have evolved while memory foam remains unchanged. Through this engaging storyline, the campaign educates consumers about the significance of advanced sleep technology. It encourages prioritising sleep quality and embracing innovation with SmartGRID. The outdated memory foam mattress appeals to retirement, symbolising a step out of the past and inspires consumers to choose the modern SmartGRID mattress for their homes.

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 mattress.”