MAM
Sprite calls youth to make their move with ‘Teen till I die’
MUMBAI: Building on its signature Chalo Apni Chaal idea, brand Sprite is inviting teens to unleash their talent and creativity on portals and social networks with the exciting “Teen Till I Die” initiative.
Spread across four genres – music, dance, art and standup comedy, the nationwide contest will be looking for the most experimental and entertaining performances to spread across the digital world.
Speaking about the initiative, Coca-Cola India VP – marketing Anupama Ahluwalia said, “Teen till I Die” is an initiative launched for all teens to showcase their creative pursuits. Youngsters have this innate vision to see the world full of possibilities which makes them a powerhouse of creativity and gumption. Sprite has always urged teens to bring out this side of them – believe in themselves, have the inventiveness to rise up to challenges and beat all odds. With “Teen Till I Die”, we are opening up opportunities for teens to get noticed for their talent by some of the best in the industry. We have taken the campaign digital as this is the best way to connect with teens and reach out to them.”
The best videos, chosen through popular vote, across popular media including Facebook, Youtube and Channel V will be prmoted by the Spirite team. The top five videos from each category will be judged by a panel of expert judges –Salim & Sulaiman for music, Vir Das for stand-Up, Terence Lewis for dance and Daku for art.
Started from 1 September, 2013 the “Teen Till I Die” initiative will make its way to over 250 colleges across 24 cities to facilitate participants in the process. The contest will end on 30 September, post which voting on the uploaded videos will begin.
The procedure has been kept simple – the participant just has to shoot their teen video, log on to www.teentillidie.com, upload it and get ready for the showdown. The most popular videos each day will be announced as the ‘Chaal of the day’ and the winner will get to win cool merchandise (Fastrack bags, watches and sunglasses).
The complete digital initiative has been conceptualized and will be executed on ground by Con ten Media. The publication and promotion on the social media will be managed by Web Chutney Studio Private Limited.
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.
