MAM
Parle Marie sets mood for ‘Adda Baazi’ with Maharashtra-focused TVCs
Mumbai: Parle Products, one of India’s leading biscuits, snacks and confectionery manufacturers, has launched three new TVCs in Maharashtra for Parle Marie biscuit. This new localised campaign is part of the company’s regional marketing strategy designed to drive engagement and build relationships with Parle.
“By targeting multiple generations to showcase the true spirit of the local people and their cultures, Parle Products aims to achieve success in different regions with focused campaigns for customers,” the company said in a statement.
The regional campaign “Jithe Story Thithay Parle Marie” resonates with the quintessential Maharashtrian experiences across generations and evokes the fun and frolic nature of ‘Adda Baazi’ (casual everyday gatherings).
The ad films are tailored to connect with the culture of Maharashtra, capturing everyday tete-a-tete in close-knit communities.
The first ad film depicting a mother and daughter bonding moment uses a play on a local Marathi proverb like ‘Gharogharimatichya Chuli’ and introduces a modern take ‘Gharoghari Fashionable Muli’ to bridge the gap between generations. The Matheran-based film showcases the traditional Marathi Powada (poetry) used for a modern-day proposal while the Anniversary film shows a lively discussion amongst women on their dream gift involving Narayanpethi, Nauvari, and Paithani sarees. The films beautifully marry the archetypal Maharashtrian stories to give them a modern twist.
Speaking about the campaign, Parle Products’ senior category head Mayank Shah said, “Parle Products as a brand has its roots deeply embedded in cities and rural areas alike and as we grow in new regions, we want our communications to be reflective of the people’s traditions, way of life and the local spirit. Every Indian has their own way of jibing, bonding and internal-puns, which is very much coincidental to their way of living and culture. This campaign has been tailored keeping in mind the Maharashtrian way of life nuancing cultural codes and traditions of Maharashtra. This will make consumers relate and bond with the brand.”
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.
