MAM
Law & Kenneth bags ING Life’s creative mandate
MUMBAI: Financial services company ING has awarded Law & Kenneth the creative duties for its life insurance arm, ING Life.
The media spend on this account is estimated to be in the range of Rs 180-200 million, though this doesn‘t include spends on events and promotions.
The Mumbai team will handle the account.
Rediffusion-Y&R was the incumbent on the business.
ING Life India executive vice-president marketing Mohit Goel said, “We have been through an ‘exciting and intensive‘ evaluation process, during the course of which we tested multiple advertising agencies on their strategic thinking and planning capabilities. The process followed by us was quite different from a typical evaluation of an agency, which is largely based on creative output and capability. We felt that Law & Kenneth‘s expertise in planning and strategy will add a lot of value to our business. We look forward to a fruitful and long-term relationship.”
Law & Kenneth chief executive officer and managing partner Anil Nair said, “Being chosen as the creative AoR (agency of record) by ING Life Insurance India is a matter of great honour and pride for us at the agency. ING Life India has big plans to achieve a leadership position in the life insurance business in India, and we are excited to partner it to fulfill that goal.”
JWT Bangalore has handled the creative mandate for this account in the recent past; the agency won the account in April 2008. The agency created a commercial for ING Bank that marked the brand‘s very first official campaign in India. Prior to 2008, the creative mandate for ING Bank (earlier known as ING Vysya Bank) was with Rediffusion.
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.
