MAM
Daki Brands assigns creative duties to Percept/H
MUMBAI: Daiki Brands has assigned its creative duties to Percept/H.
Confirming the same to indiantelevision.com, Daiki Brands assistant manager Shilpa Rathi said,” Though we had offers from agencies like Cornerstone Advertising and Six Inches Communications among others, our CEO opted for the latter because he had earlier worked with them and knew their capability amply well.‘
Percept/H has won the creative duties of the newly-set up innerwear company. The agency won the business on the basis of its understanding of the strategy required to advertise and popularise Daiki Brands.
Rathi, however, refused to divulge on the size of the business, adding, ” I can only say that Percept would handle creative duties like designing, strategising, conceptualising and positioning among others of three of our new innerwear brands like Peri Peri, Daiki and Biara.”
Also, Daiki Brands is believed to be in consultation with Allied
Media, Percept‘s sister agency, for its media duties.
Daiki is the men‘s innerwear range catering to the premium segment and competing with the likes of Hanes and Jockey.
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.
