MAM
Cadbury Dairy Milk welcomes australian cricket fames Steve and Dave back
MUMBAI: Cadbury Dairy Milk sets generosity in motion, welcomes back Australian Cricket fames Steve and Dave this IPL season.
Cadbury Dairy Milk, India’s favourite chocolate brand, understands that in today’s fast-paced world, most of us tend to overlook the goodness and kindness inherent in us. Banking on the brand’s theme of ’Generosity’and building on its strong proposition of Kuchh Meetha Ho Jaaye, Mondelez India extended a warm welcome to Australian fame and ‘pitch’ brothers Steve Smith and David Warner.
Ogilvy Mumbai, in collaboration with Ogilvy Melbourne, strategically rolled out hoardings announcing, 'Welcome back Steve and Dave’ in Jaipur, Hyderabad and Kolkata to give the two men a very unexpected and heart-warming welcome back into cricket.
Building on its Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye proposition, it extended the campaign with outdoor hoardings. This also resonates with their global proposition of “Generosity” and celebrates the generous instinct in people that go a long way in strengthening human relationships.
Commenting on this initiative, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, said “We wanted to encourage people to be generous with their thoughts as well as their actions. In today’s extremely competitive world, people have started to become jaded and cynical. With this gesture, we hoped to remind all our consumers to be more inclusive in their thoughts and actions. It is extremely heartening to see that the engagement on the social media posts has been predominantly positive, reinforcing our belief that we as a people are inherently generous. After all, in India, we live by the code of ‘Atithi Devo Bhava’, the ultimate expression of generosity.”
Sukesh Nayak, CCO, Ogilvy India West said, "Offering a second chance without judgement or righteousness is one of the most generous things anyone can do. We wanted to give out a message that the goodness within us is what defines us. And we believe it’s not just the brand welcoming them back. It is the entire cricketing world and the fans being at their generous best by giving them an opportunity to get back to what they love most, cricket.”
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.
