MAM
Madison buys controlling stake in Bengaluru-based HiveMinds
MUMBAI: Madison Media has announced that it has taken a controlling stake in Bengaluru-based performance marketing agency HiveMinds Innovative Market Solutions.
HiveMinds, which has a staff strength of 70 people, counts among its clients BigBasket, ABOF, ClearTrip and CloudNine Hospitals, among other. HiveMinds’ strengths have been in search, social, performance marketing and programmatic buying and specialize in eCommerce, Education & Travel.
HiveMinds, founded six years ago by Jyothirmayee JT, a pioneer in digital advertising in India with more than a decade of expertise in marketing, technology & data analytics, has led a critical role in digital marketing strategy & execution for industry leading startups like TutorVista, BabyOye, RedBus, TaxiForSure, Simplilearn & MobiKwik.
Besides successfully operating the Digital Agency business, HiveMinds has successfully leveraged their expertise in data driven marketing to develop a product INTUTEL, a market intelligence stack that combined with Madison’s programmatic platform CLEAR TRADE, will enable Brands to measure and improve customer interaction touch points necessary to influence purchases and thereby improving ROAS.
Madison Media already operates successfully in both Creative and Media spaces in the digital domain and many advertisers like Marico, Asian Paints, Godrej Properties, Tata Chemicals and ITC among many others use its digital services.
Says Jyothirmayee JT, “Partnering with Madison is a big next step in our journey. We have so far excelled as a digital first agency and played a crucial role in the growth of leading startups in India. Joining hands with Madison, we can take our digital expertise, technology driven marketing to larger brands and innovate in omni-channel strategies for our clients”
Says Madison Media partner and group CEO Vikram Sakhuja, “This is Madison’s exciting partnership to deliver data driven outcomes. HiveMinds brings exciting and bold innovation in data mining and uses it to dynamically improve performance. As a first, we look forward to uniting consumer intent, interest and purchase in driving media insights.”
Says executive director Lara Balsara, who identified HiveMinds and successfully concluded the agreement, “Marketers are embracing customer focused digital opportunities. I am delighted at the progress Madison Media is making in the Digital space in the last one year and having HiveMinds as part of us will further strengthen the way we partner with our clients in their digital transformation journey.”
Chief digital officer Vishal Chinchankar and strategic consultant Nagaraj Krishnamurthy advised Madison on the transaction and helped develop the integrated technology strategy.
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.
