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Draftfcb Ulka Delhi gets Burma as group creative director
MUMBAI: Sachin Das Burma has joined the Delhi office of Draftfcb Ulka Advertising as group creative director. He comes in from JWT Delhi where he was the vice president, creative. He has also worked with agencies like Contract and Bates.
Draftfcb Ulka Advertising national creative director K S Chakravarthy (Chax) said, “Sachin is a natural-born big ideas guy who enjoys working on big, challenging brands as much as he enjoys doing fun creative stuff. I am confident he will effortlessly fit into our high quality team in Delhi, and help drive our creative agenda.”
Draftfcb Ulka Advertising, Delhi COO Sanjay Tandon said, “In Sachin, beyond the competence, I see values that are dear to us – stability, team work & desire for excellence. He joins the senior team to push us faster towards where we want to go…creating game changing ideas that Build BrandWealth.”
Burma said, “I have always liked the Draftfcb Ulka way of thinking and wanted to become a part of a team that cherishes common values.”
Referring to Arvind Wable, advisor to the Board, Burma stated: “Arvind‘s long term belief in a ‘happy people culture‘ and its effect in building a strong business for over 20 years, was a convincing factor in my decision. And being hired by Chax was indeed a high.”
He comes to the team having built his credentials across several marquee brands like Hero, Airtel, Nokia, Pepsi, Timex, GSK and Dabur and having earned recognition at all premiere advertising forums like Effies, Goafest and D&AD.
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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.
