MAM
Sorta Famous debuts in India with a culture-first PR approach
MUMBAI: Sorta Famous, a next-generation public relations and communications studio, has officially arrived in India with a promise to refresh how brands build influence in a fast-shifting media landscape. Known for its culture-forward storytelling and contemporary brand-building strategies, the agency aims to help companies move beyond visibility and towards meaningful relevance.
Founded by communications strategist Nandini Mahant, Sorta Famous sets out to bridge the widening gap between traditional PR methods and modern cultural influence. Its services span brand communications, media relations, digital PR, thought leadership, creator collaborations, reputation management and launch strategies designed for both emerging names and established players.
“India’s communication world is evolving at remarkable speed, and brands today need cultural intelligence just as much as coverage,” Mahant said. “Sorta Famous is built to help brands show up in ways that feel real and resonant. We focus on narratives people actually care about, not just headlines.”
She added that the agency’s philosophy centres on clarity, creativity and credibility, with a long-term view of influence rather than quick-hit hype.
With its India launch, Sorta Famous aims to support high-growth startups, consumer brands, creators and leaders looking for a partner that combines editorial instinct with digital-era momentum. The studio will operate remotely across the country, with plans to build on-ground teams in key metropolitan hubs next year. Founded in 2025, Sorta Famous blends culture-first thinking with modern communication tools to help brands earn visibility that lasts.
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.
