Mumbai: Centuary Mattress, a trusted name in the sleep solutions industry in India for more than 35 years, is pleased to announce its special partner sponsorship for Big Boss Telugu Season 7. The strategic partnership for the fourth consecutive year aims further to enhance brand recognition among the audience while delivering top-tier sleeping solutions and premium-quality mattresses.

Having previously sponsored Big Boss Seasons, Centuary Mattress experienced a remarkable surge in brand recall within the Hyderabad market as a direct result of this collaboration. The current sponsorship arrangement will be a long-term association solidifying Centuary Mattress's commitment to the Big Boss Telugu franchise and its dedication to providing customers with superior sleep experiences. Additionally, during this season, Centuary Mattress is unveiling the PV Sindhu TVC campaign, which has garnered significant praise from critics for its creative advertising film. The campaign emphasizes the benefits of copper-infused sleep, highlighting that better sleep can enhance performance.

Centuary Mattress executive director Uttam Malani said, “During the last season, our previous collaboration with Big Boss yielded significant benefits. We've renewed our sponsorship for the current season based on the positive outcomes of our initial partnership. Through this renewed association, we aim to achieve even greater brand recall rates and convert them into increased revenue and growth opportunities.”

Centuary Mattress has a presence among multi-brand dealers from 400 outlets and 200 brand stores in Telangana and Andhra Pradesh and 4500+ across India. It aims to increase its presence to at least 100 exclusive experience stores by 2025.