MAM
Aadyam Ties up with Paytm and Insider.in as its exclusive ticketing partners this season
MUMBAI: Aadyam, the theatre initiative helmed by the Aditya Birla Group, announced Paytm and Insider.in as its exclusive ticketing partners for this upcoming fifth season. Tickets for their plays are now live on both platforms.
Theatre lovers in Mumbai and Delhi will be able book tickets to world class productions of four outstanding plays by Aadyam, on Paytm and Insider.in. Since its inception in 2015, Aadyam has been breathing life into scripts, ideas and artistic visions. Curated by theatre veteran Shernaz Patel as Artistic Director, this initiative is known for its plays with big production value and colourful backdrops.
Aditya Birla Group, a Fortune 500 company, is one of India’s oldest, most established and respected business groups. Aadyam was conceptualized with a vision to foster the theatre scene in India by providing a platform where theatre groups could focus on their creative pursuits while leaving production-related tribulations in the trusted hands of this initiative.
This year, Aadyam has partnered with Paytm and Insider.in to bring a seamless ticketing experience for its fans and theatre goers. Over the last two years, Paytm and Insider.in have established themselves in ticketing for movies, live events and curated experiences. Fans can find tickets to the best in music concerts and festivals, comedy performances, sports including the IPL and international cricket, and discover new things to do with food festivals, flea markets workshops, treks, camping and thousands of curated finds.
Brian Tellis, Founder & Group CEO at Fountainhead MKTG, which manages Aadyam, said, “This being Aadyam’s fifth year, we wanted to reach out as many consumers as possible. Through our association with Paytm and Insider.in, we expect to reach a newer network of people who are avid followers of art, culture and theatre, as is the focus of this platform.”
Shreyas Srinivasan, CEO of Insider.In said, “Aadyam’s initiatives and productions have changed where theatre in India is today. We’re excited to collaborate with them and begin this new partnership.”
Aadyam’s fifth season kicks off with a rendition of Aaron Sorkin’s “A Few Good Men” opening on 20th July 2019, at St. Andrews Auditorium in Bandra. Tickets can be bought on Paytm and Insider.in.
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.
