MAM
Aditi Chada closes the curtain on her Prime Video act after five years in the spotlight
MUMBAI: The credits are rolling for Aditi Chada at Prime Video. After five years of orchestrating the streaming giant’s communications strategy in India, Chada has announced her exit with the kind of grace note that would make any scriptwriter jealous. She’s leaving with a full heart, a packed Rolodex and—most tantalizingly—hints of “something new very soon.” Cue the dramatic pause.
Chada’s tenure at Prime Video reads like a carefully plotted character arc. She joined in January 2021 as a PR manager, back when India’s streaming wars were heating up faster than a pressure cooker biryani. Within two-and-a-half years, she’d climbed to head of content publicity, then ascended again in June 2024 to helm all communications for Prime Video and Amazon MGM Studios in India. Not bad for someone who started her career flogging corporate messaging at Hanmer & Partners two decades ago.
Before her Prime Video stint, Chada racked up an impressive 15-year prelude in corporate communications. She spent nearly five years at Viacom18, rising to senior director of corporate communications, marketing and sustainability. Prior to that, she handled corporate affairs at Cadbury (now Mondelez International) for four years, presumably solving chocolate-related crises with aplomb. A two-and-a-half-year spell managing PR for Kaya Skin Clinic at Marico Ltd rounded out her consumer-facing credentials.
Now, as she teases her next act, the industry waits with bated breath. Will it be another streaming service? Whatever it is, Chada’s departure leaves a significant gap in Prime Video’s Indian operations—one that won’t be easy to fill. But if there’s one thing her career trajectory proves, it’s that she knows how to write her own script. Roll on the sequel.
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.
