MAM
Duroflex launches sleep marathon with Milind Soman
MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the #7HourMarathon campaign for Duroflex.
The campaign launched when Milind Soman rolled out a tweet saying how he planned on doing a 7-hour-marathon every day. But little did his followers know, the marathon he was talking about was seven hours of continuous sleep. This digital stunt was initiated to bring attention to the cycle of disrupted sleep that has taken over this generation.
Seeing the response, a subsequent video was released a day later where Soman clarified the confusion on #7HourMarathon and discussed the importance of good sleeping habits.
The campaign was conceptualised by Happy mcgarrybowen and executed in collaboration with Isobar, SKREEM, and Greenroom.
Duroflex director of marketing Mathew Joseph says, “As a company, we have a strong lineage in this industry and understand the importance of sleep. We really wanted to raise awareness around the importance of sleep. In Milind Soman, we found a credible voice to drive this message across. The #7HourMaratahon initiative was a great conversation starter to get people to make a very important lifestyle change. We believe in energising India.”
Most of the audience they spoke to consumed about 2.5-3 hours of social media on an average every day, making it evident that social media must be the activation area.
While talking about looming sleep crisis and the need to commit to seven hours of sleep, Soman mentions, “Having been involved in sports all my life, I understand the importance of sleep. Sleep is essential for the body and mind and restful sleep is one of the foundations of good health. Recharging and rejuvenating body and mind sufficiently every night is important for better quality of life. My own health resolution this year has been to sleep more and better.”
The tweet got picked up and shared by multiple media channels generating a range of reactions from awe to confusion. While some applauded Soman on pushing his limits, others expressed blatant confusion deeming it an unachievable task. This bag of mixed reactions instantly blew up the campaign making it trend at fifth position on Twitter nationally.
Digital
Truecaller opens Business Chat platform to global partners and enterprises
Expansion aims to replace SMS with trusted, rich and conversational messaging
MUMBAI: Truecaller has expanded access to its Business Chat platform, opening it up to global channel partners and enterprise solution providers as it looks to reshape how businesses connect with customers.
The move allows partners worldwide to offer the platform to enterprise clients, enabling a shift away from traditional SMS towards a more interactive, verified and media-rich communication experience. The company is positioning this as a higher-trust alternative in an increasingly cluttered digital landscape.
With over 500 million active users globally, Truecaller is betting on its scale and daily engagement to give brands a more direct and credible way to reach consumers. The platform supports contextual conversations, real-time insights and engagement metrics, allowing businesses to fine-tune communication across the customer journey.
“The definition of success for modern enterprises has evolved. It’s no longer just about delivery but about earning attention and driving meaningful engagement,” said Truecaller global head, GTM Priyam Bose. He added that opening the platform to partners creates a gateway for brands to connect with users in a more trusted and action-oriented environment.
The expansion is already underway, with partners such as Gupshup and OneXtel live in India, while Globe Teleservices, Cloudcom and Sling Africa are driving adoption in international markets.
By equipping partners with data-driven tools and a conversational interface, Truecaller aims to help businesses cut through noise and build stronger customer relationships. The platform also promises a cleaner, more secure interaction layer, addressing long-standing concerns around spam and trust in business messaging.
As enterprises rethink customer engagement in a post-SMS world, Truecaller’s latest push signals a clear ambition to become a central player in conversational commerce.
