MAM
Fintech’s new sheriff: Shishir Kataria to spin Mobikwik’s marketing magic as AVP
MUMBAI: Ever tried convincing your grandad to ditch cash for a flashy QR code? Imagine doing that for millions. Enter Shishir Kataria—the man who turned fashionistas into Tata Cliq loyalists and made cricket fans binge-watch IPL as if their lives depended on it. Kataria has swapped runway trends for digital wallets, joining Mobikwik as AVP of marketing, because, hey, why not make finance fun?
“Excited to start my journey as AVP, Marketing at Mobikwik,” said Kataria. “Fintech in India has evolved rapidly, transforming the way we transact, save, and invest. As digital payments and financial inclusion accelerate, I look forward to be a part of this journey.”
At Mobikwik, Kataria now oversees brand, social, content, design, and creative operations. Before diving headfirst into fintech, he dazzled at Tata CLiQ, masterminding the rebranding to ‘Tata Cliq Fashion’, making Gen Z’s heart skip a beat. His strategies boosted customer acquisition and squeezed costs tighter than a budget traveller in Mumbai.
Previously at Disney+ Hotstar, he combined cricket and entertainment, launching hits like Hotstar Dosts during IPL 2021, resulting in a whopping 30 per cent subscription spike. At Disney Star, he made IPL even bigger, drawing a record-smashing 462 million TV viewers in 2019. How’s that for knocking it out of the park?
Kataria’s marketing prowess doesn’t stop there. He once convinced parents across India that Complan Nutrigro could turn kids into geniuses and led sales teams in Tamil Nadu with more gusto than Rajinikanth fans on premiere day.
Can Kataria now convince a billion people to swipe more, tap less, and never see their physical wallets again? Knowing his record, it seems he’ll be laughing all the way to the digital bank.
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.
