MAM
DDB MudraMax to be chief consultants in outdoor solutions for Ludhiana
MUMBAI: Post a multi-agency pitch, the Municipal Corporation of Ludhiana, Punjab, has appointed DDB MudraMax as its consultant for the preparation of a ‘Master Plan for Outdoor Advertisement’ in Municipal Corporation Limits of Ludhiana, Punjab. The agencies who were present for the pitch included Delhi Integrated Multi Modal Transit System, Tandon Urban Solutions and IBI Consultancy India. There is no incumbent on this account.
Currently, outdoor advertising in Ludhiana is regulated by MCL, LDA, GLADA, PUDA Indian Railway etc, and each of these bodies have their own set of rules and regulations, tender process, revenue generation and sharing.
As a fallout of different rulings and existence of different viewpoints there is a lack of a cohesive policy on the subject. Along with MCL, LDA, PWD and other government bodies, the other stake holders involved in advertising have also voiced the need to define a comprehensive policy on outdoor for Ludhiana. These include the city; the industry, the citizens and individual NGOs.
As a consultant, DDB MudraMax will be responsible for providing the best and most innovative ideas and recommend best practices to be adopted for Ludhiana’s outdoor advertisement industry including street furniture for Ludhiana City. The scope of work involves a thorough study of the existing outdoor advertisement policy and preparation of a concept plan that explains the ideas and provides the best practices and applications to be adopted in the case of Ludhiana. This will also include a master plan for outdoor advertisement, street furniture for Ludhiana City including the detailed design specifications, material and dimensions along with incorporating the essential signs.
Commenting on this DDB Mudra Max outdoor and experiential retail President Mandeep Malhotra said, “We were excited to partner Municipal Corporation of Ludhiana in the master plan for the outdoor policy. It is going to be a first-of-its-kind for the city in the coming times. Ludhiana being a forward looking entrepreneurial city had to be the first to take the initiative. We ourselves are looking forward to make the city look wonderful and aesthetically great.”
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.
