MAM
Pinky promise wins big as sustainability campaign inspires green living
MUMBAI- Sustainability just got a creative twist, thanks to the Pinky Promise campaign, an innovative concept by Rahul Rudra and Abhishek Kaddi of Ogilvy, which has been crowned the winner of the International Advertising Association (IAA) and Indian Merchants Chamber’s (IMC) sustainability campaign contest.
The campaign takes a light-hearted yet impactful approach to inspiring individuals to embrace eco-friendly habits in their daily lives. By celebrating the small yet significant steps toward sustainability, Pinky Promise turns conscious living into second nature, no extra effort required.
“When individuals remember each small gesture that can make the planet a greener place, they automatically carry that feeling into other aspects of their life. And that’s how a movement begins,” said IAA president Abhishek Karnani.
For the winning duo, sustainability and creativity share a common thread, both thrive when they blend seamlessly into everyday life. “The best ideas often come when you’re not trying too hard, like on the toilet in this case,” joked Rahul Rudra and Abhishek Kaddi. “And the best sustainable practices are those that fit naturally into your routine. That’s exactly what Pinky Promise is all about.”
With its quirky charm and meaningful message, Pinky Promise is set to spark a movement one small, sustainable step at a time.
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.
