MAM
Asian Paints gives wood a stylish spin with a Truly Italian touch
MUMBAI: What happens when half-Italian charm meets fully Italian craftsmanship? Asian Paints has found the perfect answer in its new WoodTech Emporio – Truly Italian campaign featuring Dino Morea. With a wink and a dose of wit, the campaign celebrates what it means to be authentically Italian stylish, sophisticated, and effortlessly original.
In a series of light-hearted films conceptualised by Ogilvy India, Emporio’s latest campaign takes aim at the world’s obsession with imitation. Each film contrasts what’s “Italian” with what’s Truly Italian, reminding homeowners that real artistry can’t be faked, it’s crafted. From a Mango Tiramisu that’s just a sweet imposter to a not-so-Italian Pink Sauce Pasta, the campaign draws playful parallels between culinary clichés and craftsmanship, positioning Emporio PU finishes as the genuine article rich, elegant, and timeless.
In the Italian Suit film, Dino Morea brings his half-Italian heritage and full-bodied charisma to the fore. The film likens his impeccable style to Emporio’s premium finishes, refined, effortless, and radiating quiet confidence. It’s this fusion of charm and craftsmanship that turns every piece of woodwork into a statement of taste.
Asian Paints WoodTech Emporio’s Italian Clear and Colour finishes are designed to do more than just coat surfaces, they transform them. The Clear range enhances the natural grain and warmth of wood, while the Colour range introduces depth and drama. Both finishes promise durability and performance suited to Indian conditions, ensuring furniture that looks as luxurious as it feels.
With the Truly Italian campaign, Asian Paints continues to bridge global inspiration and Indian sensibilities, bringing home the allure of authentic Italian design with a playful twist. Because in a world full of fakes and “inspired by,” Emporio doesn’t just look Italian, it is Truly Italian.
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.
