MAM
Media One appoints Black Swan for creative duties
MUMBAI: Kerala-based start up agency Black Swan India has won the creative duties of Media One, the upcoming general entertainment channel in Malayalam.
Black Swan India will be responsible for the 360 degree campaign, predominantly print, outdoor and activations which cover Kerala as well as GCC (Gulf Co-operation Council) markets.
The account win comes after a multi-agency pitch.
Media One deputy CEO M Sajid said, ‘‘Black Swan clearly understood the principles Media One stand for and presented a creative platform that goes along with the kind of brand image we want to portray.”
Black Swan India MD and CEO Raman P Namboothiri said, “Media One is a one-of-a-kind channel and our campaign reflects its uniqueness. It is an exciting brand to work on and the best thing that happened to Black Swan ever since its inception.”
Media One is operated by Madhyamam Broadcasting Ltd and offers a mix of entertainment and news based programmes. Media One TV is headquartered at Kozhikode with news bureaus in New Delhi, Dubai, Riyadh, Thiruvananthapuram, Kochi and Malappuram and has Dr Abdussalam Ahmad as its CEO.
Black Swan India is a start-up agency co-founded by Raman P Namboodiri, Pradeep Menon and Rajesh Rajagopalan who each have more than 15 years experience in advertising industry. Black Swan India is predominantly a creative agency offering strategy and creative solutions to a varied clientele. The major accounts include Paul Alukkas Jewellery, Allieds Lifestyle, My Little Heart, Best FM, United Sanitation Devices and Rahna Homes.
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.
