MAM
Millennials redefine Marriage in Vitamin Stree’s latest video
MUMBAI: For almost all of history, marriage has been the ultimate level-up for humans in the game of life – or at least that’s what society has conditioned us to believe. But, millennials aren’t so sure about that. With changing lifestyles, goals, and of course, priorities, the millennial generation seem to have a lot to check off their bucket lists, before they are ready to tie the knot. So, is marriage dead? Vitamin Stree scratch the surface on that, in their latest video.
Marriage is an age-old institution, with its share of sanskari customs, binding obligations, and a whole lot of “adulting” to do – all of which don’t appeal to the millennial generation, who would rather take their time to explore the world and their life choices, before tying the knot. Speaking of choices, we now have so many! With so many dating apps at our disposal, finding love has become a virtual pursuit, and people can pick and choose their romantic partners. Moreover, with the steady increase in women’s financial independence, security and freedom over the last few decades, now more than ever, they are defining their own goals and forging their own paths, without feeling societal pressure to marry. While discussing the validity of marriage in today’s age, it’s also important to acknowledge the fact that there is still an entire section of our society – the LGBTQI+ community – for whom marriage is not even a legal option, and in that regard we still have a long way to go.
So, is marriage dead? Not really. But the millennial generation is definitely changing the traditional rules of the game- choosing to do it their own way, in their own time.
Nandini Godara, Scriptwriter and Director: “Marriage as an institution, especially in India, has always been packaged as an obligation rather than a choice. So in this day and age when people are more vocal about wanting to make their own decisions, how does marriage hold up? Is the idea outdated? Or is our attitude towards it outdated? Arguably, it is both. And we wanted to explore it all with this video.”
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.
