MAM
McCann Erickson wins Dabur Chyawanprash, Bates gets Gulabari
NEW DELHI: McCann Erickson has bagged the creative account of Dabur Chyawanprash to become the latest addition in the existing six-agency roster of Dabur India.
Confirming the development, Dabur India stated that Dabur Chyawanprash creative business was allotted to McCann while the Gulabari account was clinched by one of its roster agencies, Bates India.
On the win, McCann president Santosh Desai said, “We presented our perspective on the future of the brand (Chyawanprash). We gave inputs on strategic and creative, and I think the client liked our plans for the brand in the final analysis.”
On being selected for one of the trusted Indian household brands, Desai added, “It’s exciting as well as challenging. It’s a huge responsibility. Its a matter of great pride to handle this brand and take it forward.”
On the recent media reports, in which there were rumours of retrenchment in the agency, Desai clarified, “First of all the accounts (which McCann conceded), which were reported, were part of global realignments which had taken place a long time back. Secondly, I had gone on record saying we are actually on verge of acquiring new business and if you are adding new clients, then you don’t do retrenchment. The reports were baseless and now since we have won the account, this validates my point anyway.”
The Dabur Chyawanprash and Gulabari accounts were previously handled by Leo Burnett. Dabur and Leo Burnett announced their decision to part ways last week and accordingly, the client reportedly invited three agencies Lowe, McCann and Bates for the account.
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.
