MAM
Affle acquires Appstudioz and sets up its global R&D centre in India
NEW DELHI: Mobile Apps & Ads service (MAAS) company Affle has acquired India based mobile technology company Appstudioz.
Set up in 2011, Appstudioz platform has grown rapidly to help deliver a robust mobile application platform which is already being used by over 400 customers globally.
Along with this, Affle has also set up a significant R&D facility in India to help strengthen its mobile app & ad technology platform. The Affle R&D centre in India is already over 200-member strong and is expected to grow significantly in months to come with new platform modules being rolled out.
Affle founder, CEO and chairman Anuj Khanna Sohum said, “Over the last eight years, Affle has been focused on building next generation technology platforms to cater to the mobile industry. We saw challenges and complications within the current eco-system which required advertisers to work with multiple partners for development, attribution, analytics, media procurement and monetisation. We have thus unified our platforms to create the industry first end-to-end mobile marketing platform catering to advertisers, publishers and agencies. We are very excited by this acquisition and believe that the Appstudioz technologies would significantly strengthen our propositions and its team would form the nucleus of our growing R&D facility in India.”
Co-founder & executive director Anuj Kumar added, “Our mobile ad platforms have matured over the years and in Appstudioz we found the perfect ally to strengthen our propositions for mobile apps, and thus build much greater value for our MAAS based approach. We are very happy and excited by this acquisition as this significantly strengthens our offering and unique position across markets. Being the largest mobile (internet) first market, we see India as a perfect location for doing cutting edge R&D for our businesses and the setting up of our global R&D centre here is a solid step forward for us and for the mobile industry in India. We expect our engineering team here to grow rapidly and help deliver to our global technology leadership aspirations.”
Commenting on this acquisition, Appstudioz co-founder & managing director Saurabh Singhsaid, “Over the last three years we have seen rapid growth and progress at Appstudioz. We realised that to pursue greater global aspirations we needed to simplify our propositions and be part of a larger integrated platform. Affle through its unique approach provided us that and we are thus very excited by this association. We believe that through our integrated approach we now offer a much greater platform & service to our customers which should help build further growth momentum.”
Appstudioz co-founder and executive director Abhinav Singh added, “This is a new phase for growth for Appstudioz and we are all very happy to become part of the Affle family. The integrations with Affle’s cutting edge technology platforms and global customer base would definitely help us chart even greater growth in years to come.”
Through this acquisition, Appstudioz has now merged with Affle’s Media Lab business and has become a fully owned subsidiary of Affle Holdings Private Limited in Singapore.
Affle is a Singapore headquartered, end-to-end Mobile Apps & Ads as Service (MAAS) platform for marketers & publishers, having started in 2006.
Affle’s investors include D2C Japan (An NTT DoCoMo subsidiary), Microsoft Corporation, Itochu Corporation of Japan, Bennett Coleman Company Limited (BCCL) & Centurion Private Equity.
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.
