MAM
AAAI’s GoaFest campaign travels the viral stairway across the globe
MUMBAI: With what started out as direct mailers to the Indian and International ad community has emerged as a win-win promotional stunt for Advertising Agencies Association of India (AAAI) ad festival GoaFest targeting a larger global audience.
Using the viral medium, the creative agency Leo Burnett Mumbai creative team spearheaded by KV Sridhar and KB Vinod generated seven different themes to celebrate the crux of all advertising ‘The idea.’ Working on a shoe string budget of Rs 5, 00,000 the agency has used a rather cliché symbol of ideation – a light bulb, but presented it in a differentiating manner. All ideas including “arty ffarty or great” ideas, the campign invites one and all.
What emerged from this is a global recognition and ushered in more International participation for the event next year (2008). It is currently travelling across the globe and has been featured on International websites like www.youtube.com / group / adsoftheworld and www.bestadsontv.com / blog among others.
Contagious magazine executive editor (premier new age communication magazine in the world) Paul Kemp Robertson wrote in to say, “These are great. We would love to feature them in our site and DVD.”
Given that the viral campaign has cost effectively spurred hype and curiosity for the festival but what will sustain this buzz until April as it will be held on 20 and 21 April? The festival’s organizing committee chairman and Leo Burnett chairman Indian sub-continent Arvind Sharma tells Indiantelevision.com that a print and web campaign will be seen within a week to 10 days and will be followed by a radio campaign. Presently, a television promotion is also underway, however the big boost has come from the viral medium.
Vinod said that the main focus was to take the cliché relationship of equating ideas with a bulb and make to relevant to a younger generation. Apart from this, it is a privilege that we have been recognised by International ad honchos.
MAM
Sleepwell unveils nationwide sleep study on World Sleep Day
79 per cent use screens before bed, 36 per cent of 18–25-year-olds sleep ≤5 hours.
MUMBAI: Sleepwell just dropped the pillow truth bomb because when India’s sleeping less and scrolling more, even the mattress wants to stage an intervention. On World Sleep Day 2026, Sleepwell released its nationwide Sleep Study, painting a stark picture of India’s escalating sleep crisis. The findings show that 79% of Indians use screens right before bed, fuelling restless nights and drowsy days. Alarmingly, 36% of young adults aged 18–25 sleep five hours or less making them the country’s most sleep-deprived group.
The study also busts the myth of “catch-up sleep”, 65% of respondents actually sleep even later on weekends, pointing to increasingly irregular patterns that spill fatigue into the working week. Mattress discomfort emerged as a frequently overlooked culprit behind late-night wake-ups and constant leak-anxiety checks.
To drive the message home, Sleepwell’s CMO Puneet Gulati appeared on Zee Business, stressing that quality sleep isn’t a luxury, it’s foundational health. He highlighted how the right mattress can transform restless nights into restorative ones.
The brand doubled down with clever late-night activations, partnering with a quick-commerce platform to serve contextual ads between 11 pm and 3 am, gently nudging bleary-eyed scrollers to consider mattress discomfort as the reason they’re still awake and pointing them to the nearest Sleepwell store. Digital influencers and creators also shared relatable stories of how poor sleep fuels impulsive late-night behaviour.
In a nation that celebrates hustle but quietly pays for it in lost rest, Sleepwell isn’t just selling mattresses, it’s selling the radical idea that sometimes the bravest thing you can do is close your eyes and actually sleep well.
