MAM
Anand Yalvigi joins Ignitee Sports as president
MUMBAI: Ignitee Digital Solutions has appointed Anand Yalvigi as president of its sports marketing division – Ignitee Sports.
Ignitee Sports conceptualises, creates and executes concepts to provide brands with unique marketing solutions and sponsorships.
Yalvigi, a cricketer having represented three states in Ranji Trophy, comes with over 10 years of experience in sports management.
He has launched and set up three sports management companies earlier. At Ignitee, he will focus and promote the various niche premium sports properties with both offline and online manifestations.
Yalvigi said, “I am glad to join Ignitee Sports and work with the management at Ignitee once again. After having launched sports management agencies I am looking forward to an entrepreneurial role with Ignitee Sports.”
Ignitee said in a release that Yalvigi’s expertise lies in handling the business of sports management. “Yalvigi is a unique example of a first class cricketer in the media and advertising industry who has built brands using sports as an important tool for marketing,” the release said.
In 2010 Yalvigi helped in putting together the Kochi IPL team and also build brand Maxx Mobile with IPL Maxxmobie strategic timeout sponsorship.
He has also conducted workshops and guest lectures on sports marketing at IIM Indore. He has worked with IPL, Maxx Mobiles, Aroma mobiles, Anchor group, Panasonic, Emami, Zee, DNA, Visage Images, IGen, Birla Sunlife Insurance, Birla Mutual Fund, Headlines Today, Aaj Tak, Indian Cricket League and Cloud 9.
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.
