MAM
itel brings the essence of ‘Better life for all’ in its new campaign
MUMBAI: Homegrown smartphone brand itel has released its new festive film- ‘itel ke saath tyohaar sahi hai’ to celebrate the spirit of its customers.
Conceptualised and co-directed by CNVRSB Integrated creative head (films) Alok Pal and Hitesh Dhingra the film attempts to connect with the TG by keeping it as real as possible with slight vernacular and visual suggestions.
The film showcases how itel’s range of products starting from its latest TV and Soundbar to Smartphone and Smart Gadgets have empowered and made life better and colorful for its consumers. The ad exuberates a festive flavour while showcasing a range of products promoting the feeling of togetherness and bridging gaps.
It starts with the close group of people watching a cricket match together on TV and, then it moves on to a cab driver who is working passionately on a festive eve using the brand’s mobile while being connected with his family. The film then slides to a relaxed shopkeeper happily juggling between orders and attending customers at the shop using itel air buds and concludes with a sweet narrative of a father gifting an itel smartphone to his daughter to study online and explore the world.
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.
