MAM
22feet Tribal Worldwide appoints Diya Sarker & Ishan Mehta as ECDs
Mumbai: In a bid to strengthen its creative core, 22feet Tribal Worldwide has appointed Diya Sarker and Ishan Mehta as executive creative directors (ECDs) of art & content.
Sarker will use her experience in design and technology to help clients stand out on digital platforms. Ishan will marry consumer insights with technology to generate disruptive and memorable ideas. They will report to 22feet Tribal Worldwide national creative director (NCD) Vishnu Srivatsav.
Prior to this appointment, Sarker was deputy general manager of brand design at Godrej Consumer Products. She has over 14 years of experience in design and creative direction across sectors like consumer products, fashion, publishing, real estate, retail, automotive, aviation, gaming, and the arts. Sarker also co-founded ‘The Blackout Festival,’ an annual experimental arts festival that attracts artists, scientists, and scholars from various fields around the world.
Mehta brings with him over 13 years of experience in advertising agencies such as Saatchi & Saatchi, Ogilvy One, and Grey Worldwide. He co-founded Meter Down, a company that made rickshaw advertising mainstream. For this, Ishan won the Economic Times Power of Ideas award from IIM Ahmedabad. He was also recognised as a ‘disruptive mind’ on Agency Reporter’s 40 Under 40 list.
Speaking on the new appointments, Vishnu Srivatsav said, “The attempt at 22feet is to build a creative company rather than an agency. Which is why it’s so important that we have leaders from varied and diverse backgrounds who complement each other’s skills. Ishan is vastly experienced and has done some great work across many organisations, as well as running a start-up. And Sarker has an eclectic background ranging from advertising to brand design and visual art. So, with them on board, I’m sure our work will get even more unique perspectives and freshness.”
Commenting on her new role, Diya Sarker said, “22feet has always been at the forefront of digital-forward ideas. I am looking forward to leading this talented team and pushing the envelope when it comes to design and technology.”
Ishan Mehta added, “I am excited to combine technology, insights, and craft to build on 22feet’s legacy. Given the talent and the diverse roster of clients, the next few years will be an amazing time at the agency.”
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.
