MAM
Interactive Avenues appoints Ashutosh Nagare as vice president & head of performance marketing
Mumbai: Mediabrands India’s Interactive Avenues announced the appointment of Ashutosh Nagare as vice president & head of performance marketing. Nagare will be based out of the company’s Mumbai office and will report to the company’s executive vice president of media, Harish Iyer.
As national lead for performance marketing, he will focus on growing the company’s performance portfolio by leveraging a mix of innovative strategies, robust partnerships, automation tools, and Reprise’s very own FLOW framework – which focuses on the seamless movement of consumers from discovery to purchase.
Prior to this, Nagare has 12+ years of rich experience in digital marketing and has worked with leading brands like Reliance Communications, Dr. Batra’s, ALTBalaji, Tikona Digital Networks, and TrueFan.
“As an integrated digital agency with a stellar track record, Interactive Avenues has unlocked incredible opportunities for me to create an impact in the performance marketing space. I look forward to elevating the North Star Metric for brands using a holistic combination of media, experience, and content strategies,” commented Nagare.
Interactive Avenues Amardeep Singh added, “Ashutosh has deep experience of delivering business outcomes for brands across various verticals, including healthcare, telecom, entertainment, and technology. We are confident his proven expertise and leadership skills will help us deliver next-gen performance solutions that power scale and efficiency for our customers.”
Interactive Avenues is India’s leading full-service digital marketing company with offices in Mumbai (headquarters), Gurugram, Bengaluru, Chennai, and Kolkata. They offer a comprehensive range of cutting-edge services, including media, programmatic, data & analytics, e-commerce, paid search, social media, SEO, ORM, creative, and web development, under one roof with multidisciplinary teams.
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.
