MAM
Carat Fresh brings together Indigo Nation and Reliance Entertainments Besharam
MUMBAI: Aegis Media’s Carat Fresh Integrated has facilitated association between Indigo Nation, a division of Future Lifestyle Fashion, and Reliance Entertainment & Movie Temple’s entertainer – Besharam.
Commenting on the same, Reliance Big Pictures marketing head Sameer Chopra said, “Besharam is one of the biggest film of the year and we are extremely happy to have Indigo Nation on board as the style partner. Ranbir Kapoor is a style icon and his look is very cool in the film, which will connect with the audiences instantly. The film is family entertainer and is a treat for all Ranbir fans that releases on National holiday.”
As a part of the association, Indigo Nation has launched a brand new line of collection called Besharam.IN inspired by the looks of Ranbir Kapoor in the movie Besharam.
Sharing her thoughts on the strategic fit between Indigo Nation and Besharam, Indus League CMO Shibani Mishra said, “Film associations have proved to be a successful medium to reach out to the target audience. When you have a celebrity vouching for your brand, the customers are bound to get influenced. We found an interesting brand fit between Indigo Nation and the movie Besharam as Ranbir is young India’s most sought after fashion icon. Carat Fresh has played a vital role in fructifying our merchandizing association with Besharam which has offered us an opportunity to launch an exclusive ‘Besharam.In collection.”
The brand association entitles Indigo Nation to create and showcase the new ‘Besharam.in Collection’ through a fashion show conceptualised on the movie theme, a meet and greet opportunity with Ranbir Kapoor, rights to co-branded promotions/consumer contests using the new ‘Besharam.in’ collection. The brand also gets entitled to promote the association using multi-media campaign including online, television, cinema theatres, hoardings, radio and print as well as instore POS collaterals.
Commenting on the association, Carat Fresh Integrated vice president Sidharth Ghosh said, “Film associations provide brands the opportunity to engage with consumers in the context of entertainment that reflects their brand values and to turn that engagement into dialogue. Besharam – was a perfect fit for Indigo Nation as it promises to deliver fast fashion for the young and the restless.”
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.
