MAM
Maxx Mobile appoints Ignitee Sports as sports agency for IPL-4
MUMBAI: Ignitee Sports, the sports marketing arm of Ignitee Digital Solutions, has signed an annual contract with Maxx Mobile to handle its sports management for the fourth edition of the Indian Premier League.
According to the contract, the agency will manage the on-ground implementation and execution of the ‘Maxx Mobile Strategic Time-Out and Play Off Sponsorship‘ for IPL-4.
Says MAXX Mobile business head Sajal Roy, “We were looking for an agency that has the required expertise to handle a large-scale sports event like the IPL and Ignitee Sports were found to do full justice to the event.”
It is because of the increase in the number of matches during the IPL, a specialised agency like Ignitee Sports has become important, feels Roy.
Avers Ignitee Sports president Anand Yalvigi, “I am sure that our association with Maxx Mobile will go a long way in proving that indeed the sports marketing business in India can attain such heights of excellence.”
Yalvigi also said that the idea was to promote the business of sports management with innovative ideas.
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.
