MAM
Discovery, Nissan Motor in sponsorship deal in Australia
MUMBAI: Discovery has announced a 12-month sponsorship deal with Nissan Motor in Australia.
The partnership, an exclusive in the auto category in Australia, will feature Bear Grylls, host of Discovery Channel’s series Man Vs Wild, in a variety of campaign activities to promote the Nissan X-Trail.
Discovery Networks Asia-Pacific senior VP, GM – Australia and New Zealand Mandy Pattinson said, “This unprecedented partnership is a natural fit as Bear Grylls, who is extremely popular with our Australian audience, is the very embodiment of the Nissan X-Trail’s brand attributes. Through his series MAN VS WILD, Bear captures the spirit of exploration, endurance, adventure, and the strength of the human spirit.”
Nissan executive GM Tim Stuckey said, “Nissan is very excited to be working with Bear Grylls while he’s in Australia. Nissan X-Trail will always be about the great outdoors and ‘living life.’ The Nissan X-Trail is a capable and practical SUV that can take what the life outdoors throws at it so the association with Bear Grylls is a perfect synergy.”
Grylls is currently in Australia to launch the Australian episodes of the show, where he ventured into some of the world’s most treacherous terrain in the Northern Territory and the Torres Strait.
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.
