Brands
Duroflex World Sleep Day campaign: Mars is closer than your bed
New print campaign highlights India’s sleep crisis while celebrating ambition
MUMBAI: India may be landing on the Moon’s south pole and nurturing one of the world’s largest startup ecosystems, but for many, sleep is still out of reach. Duroflex, a leading sleep and comfort solutions brand, has spotlighted this paradox with its World Sleep Day print campaign, boldly stating: ‘Mars is closer than your bed.’
The campaign shines a light on the modern hustle. Despite India’s soaring achievements, 59 per cent of Indians still struggle to get six hours of sleep. But Duroflex isn’t pointing fingers, it’s offering a solution. With a focus on deep, restorative sleep, the brand wants to make rest a priority rather than an afterthought.
“India today is one of the most dynamic economies, yet long workdays, constant digital exposure, and rising stress are taking a toll on sleep,” said Duroflex Ltd. chief marketing officer Ullas Vijay. “Through this campaign, we wanted to highlight this paradox. Even as the nation achieves extraordinary milestones, something as fundamental as sleep is increasingly hard to come by. This drives our philosophy to create products designed to de-stress and help people sleep deeper.”
The campaign reflects Duroflex’s “Designed to De Stress” approach. Its next-generation mattress, Airboost, uses an advanced air fibre matrix with over one lakh micro-support points to evenly distribute body weight and maintain spinal alignment. With 3x breathability, it ensures better airflow and comfort. The mattress has been approved by the National Health Authority for supporting spinal health and by the Indian Society for Sleep Research for enhancing N3 or slow wave sleep, the stage critical for recovery, tissue repair, and immunity.
Duroflex hopes the campaign will spark a conversation about sleep as essential for productivity and personal achievement. After all, if India is achieving so much on limited rest, imagine what could be possible if everyone slept well.
As the campaign concludes with a playful nudge: India, don’t lose sleep over your dreams. Sleep to achieve them.
Brands
YES Bank appoints S Anantharaman as chief risk officer
Former Jio Financial Services group chief risk officer takes charge of enterprise-wide risk at the embattled private lender
MUMBAI: YES Bank is not taking chances with risk anymore. The private lender has appointed S Anantharaman as its chief risk officer, a hire that signals the bank’s continued effort to rebuild credibility and tighten the controls that once famously slipped.
Anantharaman arrives from Jio Financial Services, where he served as group chief risk officer and built a risk management architecture spanning lending, payments, insurance broking and asset management from the ground up. Before that, he held the chief risk officer role at Bank of Baroda and senior leadership positions at HDFC Bank and L&T Finance Holdings. Three decades in banking and financial services, in other words, with scars and qualifications to match. He is a chartered accountant and a CFA charterholder.
At YES Bank, his brief is considerable. Anantharaman will oversee the bank’s entire enterprise-wide risk framework, covering credit policy, market risk, operational risk, information security, data governance, analytics, model governance and data privacy. It is, in short, every lever that matters when a bank is trying to prove it has grown up.
YES Bank’s turbulent past needs little rehearsing. What it needs now is exactly what Anantharaman has spent thirty years building: the kind of risk culture that stops problems before they become headlines. The appointment suggests the bank knows it.
