MAM
Innocean Worldwide bags creative duties of Sleepwell
MUMBAI: Mattress and comfort accessories brand, Sleepwell, has roped in the Korean-agency network, Innocean Worldwide, to handle its creative mandate.
Rediffusion Y&R Worldwide is the incumbent agency.
The account size is pegged at Rs 120 to 150 million.
The mandate was awarded to Innocean, following a multi-agency pitch, which involved agencies such as Mudra, Everest, Crayons, Infinity, Triton, Apple and Vermillion.
Sleepwell is owned by Sheela Foam Industries, which is aiming to take its communication strategy to the next level.
The company‘s retail presence is being ramped up nationwide and retail branding is being standardised along with a new look to the product packaging.
Brands
Ascenta elevates Adheip Bakshi to sales director amid growth push
Move aligns with expansion plans and flagship Basalt Hills development
MUMBAI: Ascenta has elevated its co-founder Adheip Bakshi to the role of sales director, signalling a sharper focus on scaling operations and expanding its market footprint.
Bakshi, who has been instrumental in shaping the company’s sales and marketing strategy since its early days, brings over a decade of experience in real estate sales and operational planning. He has played a central role in building Ascenta’s channel network and refining its go-to-market approach.
The leadership move comes as the company gears up for its next phase of growth, anchored by Basalt Hills, a 20-acre low-density villa estate positioned within the emerging Mumbai 3.0 corridor. Designed as a hospitality-led, lifestyle-focused community, the project combines serviced plots, bespoke villas and curated infrastructure within a natural basalt landscape.
Speaking on his new role, Bakshi said, “I’m excited to take on this role at a pivotal stage in Ascenta’s journey. Our focus remains on building a disciplined, channel-driven sales ecosystem while aligning closely with evolving buyer expectations for lifestyle-oriented developments. Basalt Hills is a strong reflection of this direction, and we aim to scale thoughtfully while maintaining the integrity of the product and experience.”
Commenting on the elevation, Ascenta founder and managing director Karan Bahl said, “This elevation reflects a natural progression, recognising Adheip’s contribution to the business and his ability to scale sales operations in a competitive luxury segment. As we expand our portfolio of boutique, design-led developments, strengthening leadership across functions remains a key priority.”
With this leadership shift, Ascenta appears to be doubling down on structured growth while keeping its focus firmly on design-led, premium real estate, a space that continues to evolve with changing buyer aspirations.
