MAM
Contract gets a new head of art – India in Vineet Mahajan
MUMBAI: Contract Advertising has brought on board Vineet Mahajan as head of art – India. Prior to this, Mahajan was heading McCann Erickson’s Delhi office as head of art. It would be his second stint at Contract after a gap of five years.
Mahajan said, “Contract holds a special place for me and the new role will be far more challenging with lots of new opportunities. New city, new role, new place should be exciting.”
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Contract Advertising COO Rana Barua said, “Contract prides itself in offering the best talent available in the country to its clients. Vineet’s coming on board is yet another step in that direction as his impeccable credentials and skill sets will bring in a huge value add to our clients. Contract is well poised to take bigger strides in the industry as we get into the New Year with a lot of hope and zeal to partner our clients in their journey to success.”
In the past, Mahajan along with Contract Advertising NCD Ashish Chakravarty was also instrumental in putting Contract Delhi on the International awards map after a gap of 10 years. “Well, frankly Vineet Mahajan needs no introduction, so let me just say that I am absolutely thrilled to have him on board. He will be based out of Mumbai, but will work closely with me on all key brands across all offices. There is much value he brings to the table in terms of art and aesthetics, and I feel all our clients should benefit from this. Plus he has such a colorful presence, it should certainly liven things up at Contract”, said Chakravarty.
With over 15 years of experience, he has spent between O&M, McCann Erickson and Contract where he has worked on various award-winning campaigns.
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.
