MAM
Jaypee ropes in Mudra Delhi as creative partner
MUMBAI: Jaypee Group, the infrastructural company, has roped in Mudra India Delhi as its creative agency.
The agency will handle the creative duties of the real estate group‘s cement business for South India, edible oil, power and Formula One. The consolidated account size is in the region of Rs 400-500 million.
Says Jaypee Group EVP Shiva Dixit, “Since we were entering into South India with our cement business, we were looking to engage a new agency. There was no pitch called for these businesses. Mudra is a great agency and they have a lot of good advertising and creative contribution to their credit. So, we just thought of going along with them.”
In the next couple of months, the company is also expected to launch a campaign through the outdoor, print, TV advertising for its edible oil division.
Adds Mudra North and East EVP and head Ajay Naqvi, “We are extremely excited with this mandate. We were persistent and I think our passion, thinking and work all got acknowledged and appreciated. We hope to do justice to this responsibility. I must specifically mention Vandana Katoch, Creative Director and Gopal Krishnan, Vice President, who have ably led this business and I am confident will continue to do so.”
For Formula One racing event in India, Jaypee plans to start promoting close to the event dateline 30 October. The coveted race will be taking place at Jaypee Group Circuit in Greater Noida, about 50 km from New Delhi.
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.
