MAM
15% of Sony Sab’s new show expense is for marketing: Vyas
NEW DELHI: Around 15 per cent of the total budget of Sony Sab TV’s new show ‘Shankar Jai Kishan – 3-in-1’ will go into marketing on all platforms, according to SAB and MAX cluster of channels SVP and head Neeraj Vyas.
Vyas told indiantelevision.com that it had been decided when re-branding the channel that it should continue to remain a niche channel for Indian comedy shows. He said Sab TV had lesser hours of original content than some other general entertainment channels primarily because it wanted to become a brand in the comedy space.
He said that it was interesting that the World of Happiness Index had listed India at number 118 out of 150 countries and even nations like Pakistan were higher on the list. This made channels like Sab TV all the more relevant, he said.
‘Shankar Jai Kishan – 3-in-1’ is slated to be telecast from Monday to Friday from 8 August at 10.00 pm.
The series is the fictional story about a paralyzed widow and her triplets, Shankar, Jai and Kishan. Their life takes bewildering turns when in an accident only Kishan survives, and je has to camouflage the truth by living three lives. How Kishan manages this triple role and juggles between each character is the real twist to the story.
Set in Delhi, the story centers on Kishan, played by Kettan Singh, a real estate agent and a perfect ‘Jugaadu’ in its true sense; a typical Delhi boy who finds a solution to every situation. Kishan dotes on his mother, enacted by Asawari Joshi, who is wheelchair bound due to a stroke she got on hearing news of her husband’s sudden death. Kishan, who loses his brothers Shankar and Jai in an accident, decides to hide the truth from his mother on his friend Babbar’s (Hemant Pandey) advice and lives all the three lives to prevent his mother from yet another shock.
Living the life of three is not easy! Shankar is a poised veterinary doctor who talks in fluent Hindi, whereas Jai is a rowdy police inspector. Each being a separate identity, Kishan juggles between the three lives. However, his life turns upside down when his mother emotionally blackmails him to marry and he ends up marrying three sisters, Twinkle, Dimple and Simple.
The cast includes Kettan Singh, Hemant Pandey, Falak Naaz, Kirtida Mistry and Chitrashi Rawat who were all present and enacted a sequence from the serial.
Vyas said this show has the right mix of comedy, mischief and drama. The hilarious situations that arise when the protagonist is seen juggling and managing three characters is worth watching. The concept is fresh and compelling; I hope the viewers love it too.
Swastik Productions founder and creative director Siddharth Tewari said this was the first time on television that a series is made where the lead character enacts three completely different characters every day of his life just to keep his mother happy. Just like every action has an equal and opposite reaction, what ensues is a total laugh riot. We have had a lot of fun in creating it, and I am certain the viewers will enjoy every aspect of the series.
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.
