MAM
BBDO India elevates Hemant Shringy to CCO
MUMBAI: BBDO India has promoted Hemant Shringy to the chief creative officer of its Mumbai office. Prior to the promotion, he was executive creative director. Shringy will report to BBDO India chairman and chief creative officer Josy Paul.
Shringy has been working with BBD for the past seven years. He had joined the agency in 2012 as creative director and later rose up the ranks becoming the executive creative director in 2015. He has worked on some of the most powerful and effective campaigns launched over the last few years, including Touch the Pickle for P&G’s Whisper brand, eBay’s Things Don’t Judge, the Kindness is Cashless work for Visa and IDEA’s Meri Real Life, and Ariel’s Share the Load.
Shringy has also received several accolades for his work. In 2017, he was named Creative Person of the Year for South Asia in Campaign Asia’s annual Agency of the Year awards. And just this year, he was named runner-up for Asia’s Emerging Creative Leader of the Year by Campaign Brief Asia. His work has been recognised at almost all international awards shows, winning Grand Prix’s and Golds at the very best creative events including Cannes Lions, AdFest, Spikes Asia, New York Festival, the Andy’s, APAC Effies and WARC. In addition, he was a crucial member of the team that received India’s very first White Pencil at the D&AD Impact Awards.
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.
