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CupShup joins hands with Oxfam India to fight inequality
MUMBAI: CupShup – an independent advertising start-up – has joined hands with Oxfam India in their fight against inequality. rights group, Oxfam recently released a report 'Time to Care' that showed that global inequality is shockingly entrenched and that India’s richest one percent hold more than four-times the wealth held by the bottom 70 per cent of the population.
Through CupShup’s wide network, Oxfam aims to reach out to Gen-Z to create awareness regarding wealth inequality in India and also encourage them to join the movement.
The campaign, primarily led in the national capital region, is also being supported by NukkadNataks or street theatre in outdoor public spaces that centre around inequality and how it is affecting the common man. The campaign is also being promoted on radio. The team distributed cups in colleges and universities across the Delhi and NCR region.
The cups have interesting taglines printed on them highlighting inequality and how it is fuelled, which would help garner the attention of the consumer and in turn motivate them for call to action.
Commenting on the campaign, CupShup co-founder Sidharth Singh said, “The ‘Time to Care’ report has highlighted the root of major economic issues that a common man faces in our country and we are honoured to be supporting Oxfam in this noble cause to bring awareness. Through cups and Nukkadnataks we are also hopeful to create awareness on unpaid and underpaid work that women undertake in India & globally.”
“The action was part of the mobilization in Delhi by the fight inequality alliance in India. The current rate of inequality in India is unacceptable and it is time for citizens across the country to stand together in support of a fairer, more equal India," said Oxfam India lead campaigner inequality Anjela Taneja.
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.
