Ranveer Singh and a mattress save Mumbai in Sleepyhead 's latest film

Delhi: Sleepyhead, a brand in innovative and tech backed mattresses, has announced the launch of their latest product Technic Grid Mattress, featuring Bollywood actor Ranveer Singh. 

In this campaign, Singh saves Mumbai City from an alien attack, in the process retrieving the Technic Grid Mattress.

Shivakant Menon, Creative Director at Decision Pinnacle, the one behind the script and campaign idea, said, "Advertising today is trying too hard to blend in with reality and that's considered cool and urban. But the majority of India is not asking for that. They don't need advertising to make sense. They simply need to be entertained. And that is a far better way to build top of mind recall value. That's all we had to do with this film.Every mattress ad at some point shows a person sleeping on it. That's boring and quite obvious. We set out to mirror the absolute crazy energy that a brand ambassador like Ranveer Singh can bring to the table.

We obviously didn't want him sleeping on a mattress.. Since the brand is a jester archetype, exaggerating and having fun with the depiction of what 'future of sleep' means was crucial for creating strong recall."

In this film, viewers witness Singh's journey as he goes into the future and successfully steals the alien's secret superweapon, the Technic Grid Mattress, just in the nick of time. 

However, once Singh lands on the Technic mattress, he finds himself so comfortable and relaxed that he can't resist the urge to sleep. In a comical twist, Singh manages to steal the mattress just moments before the countdown ends, saving Mumbai from the aliens and stealing their secret weapon, the Technic Grid Mattress from the future.

Nirvana Films is the Production house that has brought this film into reality and speaking on the film, director Rajiv Rao, said, “Working on this project was an absolute treat especially when you a have whacky script with Ranveer Singh on a levitating mattress! His infectious energy, enthusiasm and serious commitment to play any character is simply amazing. To enhance Ranveer’s character we opted for a retro vibe that takes us back to the 80’s. This influenced everything from set designs and props to costumes, even extending to the cute and lovable aliens.”

Deepti Karthik, Founder of Decision Pinnacle said, “Decision Pinnacle is here to drive counterculture for the brands we associate with, in a world of white,beige nordic minimalist home designs and solutions we helped drive the Jester archetype and colorful homes with our campaigns for sleepyhead because we believe #HomesDontJudge. We have partnered with Sleepyhead on campaigns of product launches like the Sofa Play #JustCantStopPlaying and #TiltTo Toggle for their sofa cum lounger range. The Ranveer campaign is an extension of the brand Repositioning exercise."