MAM
Duroflex launches sleep marathon with Milind Soman
MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the #7HourMarathon campaign for Duroflex.
The campaign launched when Milind Soman rolled out a tweet saying how he planned on doing a 7-hour-marathon every day. But little did his followers know, the marathon he was talking about was seven hours of continuous sleep. This digital stunt was initiated to bring attention to the cycle of disrupted sleep that has taken over this generation.
Seeing the response, a subsequent video was released a day later where Soman clarified the confusion on #7HourMarathon and discussed the importance of good sleeping habits.
The campaign was conceptualised by Happy mcgarrybowen and executed in collaboration with Isobar, SKREEM, and Greenroom.
Duroflex director of marketing Mathew Joseph says, “As a company, we have a strong lineage in this industry and understand the importance of sleep. We really wanted to raise awareness around the importance of sleep. In Milind Soman, we found a credible voice to drive this message across. The #7HourMaratahon initiative was a great conversation starter to get people to make a very important lifestyle change. We believe in energising India.”
Most of the audience they spoke to consumed about 2.5-3 hours of social media on an average every day, making it evident that social media must be the activation area.
While talking about looming sleep crisis and the need to commit to seven hours of sleep, Soman mentions, “Having been involved in sports all my life, I understand the importance of sleep. Sleep is essential for the body and mind and restful sleep is one of the foundations of good health. Recharging and rejuvenating body and mind sufficiently every night is important for better quality of life. My own health resolution this year has been to sleep more and better.”
The tweet got picked up and shared by multiple media channels generating a range of reactions from awe to confusion. While some applauded Soman on pushing his limits, others expressed blatant confusion deeming it an unachievable task. This bag of mixed reactions instantly blew up the campaign making it trend at fifth position on Twitter nationally.
MAM
Star Sports under fire for ‘cringe’ India vs South Africa Super 8 promo
Broadcaster accused of arrogance and disrespect as fans slam Super 8 promotion
AHMEDABAD: Star Sports is facing a wave of criticism after its latest promotional campaign for the India–South Africa T20 World Cup Super 8 match triggered a fierce social media backlash, quickly dubbed “Cupcakegate”.
The advertisement, released this week, hinges on a cupcake metaphor that many viewers have condemned as patronising and disrespectful. In the clip, an Indian supporter mockingly offers a pink cupcake to a South African fan, a visual jibe widely interpreted as portraying the Proteas as a soft, easily beaten opponent.
The backlash has been swift across platforms such as X and Reddit, with fans and commentators accusing the broadcaster of tone-deaf bravado at a crucial stage of the tournament. The criticism is sharpened by the context: both India and South Africa arrive in the Super 8s unbeaten, undermining any suggestion of a one-sided contest.
Online, the cupcake symbol has been read as carrying multiple barbs. Some users argue it alludes to South African president Cyril Ramaphosa’s domestic nickname, while others see it as recycling the long-running “chokers” trope associated with South Africa in ICC tournaments. The casting choice has also drawn scrutiny, with viewers noting the physical disparity between the actors playing the two fans, which critics described as a cheap attempt to belittle the opposition.
Even Indian supporters have joined the pile-on. Many warned that such chest-thumping marketing risks “jinxing” the team, pointing to past tournaments where aggressive campaigns preceded unexpected defeats.
Star Sports is no stranger to rivalry-led advertising, having struck gold with its earlier “Mauka Mauka” series. But analysts say the cupcake campaign misreads a fanbase that has grown less tolerant of overtly mocking narratives and more attuned to sporting parity and respect.
India and South Africa meet on Sunday, 22 February, at the 132,000-seat Narendra Modi Stadium. With South Africa securing their Super 8 berth through a commanding win over the UAE, the fixture is widely billed as a heavyweight clash, not the walkover the ad appears to suggest.
