MAM
Geometry Encompass launches Pro.digi – Enabling human connections in a virtual world
MUMBAI: Geometry Encompass, an end-to-end creative commerce agency of WPP, has recently announced the launch of its DLX (digital live experience) practice Pro.digi, to help brands connect with their consumers in the virtual space. Pro.digi creates virtual experiences by leveraging technology and helping brands drive impactful campaigns for engagement. Through Pro.digi, Geometry is taking its legacy of expertise in experiential, retail design, and innovation from the real to the virtual. With its data driven and measurable approach the practice sees an evolution of the traditional experiential practice and extends the agency’s ability to drive growth across all touchpoints.
Pro.digi has already worked on a wide range of virtual engagements. ‘Lockdown Love’ – a live, virtual play on Zoom was a collaboration with the artist collective Kommune. Since its premier the play has been performed more than a dozen times in both English and Hindi. Directed by Sheena Khalid, the play was an initiative by Kommune and Pro.digi to support Covid2019 relief. It also produces ‘Spirit of HP’ – a series of live virtual events brings together the community of HP, The series has seen performances by celebrated vocalists Rahul Deshpande, stand-up comic Amit Tandon and HP brand ambassador Sidhanth Chaturvedi. Pro.digi also launched the independent music label TM Music with its debut track AFSOS. During the past month, three new independent artists have been launched as part of the campaign.
As part of WPP, Pro.digi also manages the digital learning and engagement initiatives like ‘WPP Learning series.’
Geometry Encompass founder Roshan Abbas said, “Given the seismic shift that experiential marketing is witnessing, it is imperative to create new and engaging environment for our consumers. The digital screen is the new currency for experiential, through Pro.digi we create data driven and digital experiences to create lasting brand engagement for our audiences.”
Geometry Encompass CEO Ranjit Raina said, “The pandemic has ushered in digital transformation at a scale never seen before. Through our early experiments in the virtual space we are convinced that it is possible to stay real in the virtual world and enable human connections. Commerce is so much more than just a transaction and Pro.digi aims at creating solutions for real growth.”
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.
