MAM
Idea Cellular shows how it can transform lives
MUMBAI: Idea cellular has rolled out its new campaign ‘A video can change your life’, which focuses on the transformative role of Idea 4G via the medium of videos.
The campaign aims at elevating the role of Idea 4G beyond the category conversation around speed, coverage, content and apps.
Idea Cellular chief marketing officer Sashi Shankar says, “Videos are a universal language that transcends literacy, and hence hold immense power to transform. The new Idea campaign is inspired by the many transformational stories that have been enabled by videos. Videos do not just entertain us, they influence us, stir emotions, inspire, move and lead us to positive actions. Videos on our mobile phones are a transformative force of good. Backed by the power of Idea 4G, it has the power to spread and transform our society for the better.”
The TVC captures the chain of change that is triggered through videos and the cascading effect that they have in transforming people’s lives. It shows how a video of kids waiting to be adopted makes a young professional pause and think and then decide to educate many such kids in his office, post working hours. A homemaker sees a video of an evening school and is infuriated on learning that unsafe streets are not allowing girls to benefit from education. Uploading a video teaching self-defence, the woman’s action thus inspires the next person in the chain.
Having established a pan-India wireless broadband network and on the back of rapid 4G proliferation, Idea has been building 4G credentials and brand stature through its advertising campaigns.
With 4G enabling better internet experience, Indians are now spending more than 28 hours a week on mobile phones. This mammoth increase in consumption of 4G data has been fuelled largely by video. The average time spent watching videos in India has doubled in the last couple of years. With affordable 4G pricing, approx 65 per cent of the audience is now watching videos with mobile internet and nearly 8.5 hours of video content every month.
“While bringing this idea to life, we knew the power of a video had to be felt through the emotion it evokes and the action it inspires. And our campaign needed to reflect that,” adds Shankar.
The TVC has been directed by filmmaker Shimit Amin and developed by BBDO India.
The new ad campaign went on-air on digital and television on New Year’s Eve, with the marquee shows Star Screen Awards and Ted Talks India Nayi Soch. It is on-air across 100+ TV channels and will also be seen during the India-South Africa matches as Idea is a co-sponsor for the series. The TVC has already garnered 2.3 million views on YouTube and will be amplified on digital and via other integrations.
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.
