MAM
Telecom, content cos need to ally for product differentiation
MUMBAI: The Advertising Club Bombay’s Value Creation seminar on marketing entertainment and their growing inter-dependence last weekend threw up a possibility that telecom, entertainment and content development companies will forge alliances to provide product differentiation and increase penetration in an increasingly competitive scenario.
Bharti Enterprises director, marketing and corporate communications, Hemant Sachdev, while speaking on “Marketing can have more than fun with entertainment – it can help sell more”, said the real challenge in the future would not be about leveraging the abundant technology but about packaging content and entertainment to cater to the needs of discerning consumers. He added that content tie-ups need not be exclusive arrangements and would entail payment towards intellectual property rights. He urged telecom operators, entertainment companies and content developers to work out a revenue sharing arrangement for a win-win situation.
Sachdev claimed that the need of the hour in the telecom sector was a 360 degrees experience as against the classical product delivery; redefining the value proposition and going beyond the core product. He added that entertainment would play a vital role in offering a 360 degrees experience and creating value for the consumer. However, the creation of this value must be sustainable on a long-term basis He cited the examples of Walt Disney and McDonald’s that used the complete family entertainment experience proposition to increase sales.
“Potentially, the Indian consumer has not been exposed to the entire gamut of entertainment opportunities. Effective usage could increase the ARPU (average revenue per user) substantially,” said Sachdev. He stated that wireless data (SMS, SMS-based data, helplines, m-banking, value-added features such as fun messages, cricket updates, astrology, infotainment, entertainment, stock updates, music downloads, ring-tones and logos) would eventually outstrip the traditional voice-based services. He pointed out that smaller countries like the Philippines had shown a tremendous growth of pace in value-added mobile phone services such as anonymous SMS; encrypted SMS; Lotto and sweepstakes; crazy ring-tones (animal sounds); personalized logos and word logos; Wassup happenings around the locality; dream analysis, astrology, predictions, compatibility and others.
In the case of Airtel, over 60 million SMS messages are sent every day and 50 per cent of the subscriber base uses SMS; the traffic grows by 15 per cent every month; an average of 25 SMS messages per month per subscribers and five per cent of the service revenues are contributed by SMS, claimed Sachdev. The entertainment and financial services account for 75 per cent of all SMS based service traffic. The top ones amongst the others include ring tones (16 per cent) and logos.
Airtel has used entertainment-based promotions to make an impact on its targeted audiences. This strategy involved the use of contests involving movie tickets and film stars such as Shah Rukh Khan. “Shah Rukh Khan was a living example of our promise “Magic hain mumkin” as he had climbed the peaks of popularity from literally the ground level,” added Sachdev.
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MAM
Bombay Dyeing highlights sleep environment on World Sleep Day 2026
#ComfortThatCares campaign promotes better sleep through home textiles.
MUMBAI: In a country that rarely switches off, the real luxury may simply be a good night’s sleep. Marking World Sleep Day 2026, Bombay Dyeing & Manufacturing Company Ltd. is spotlighting the importance of sleep environments through its #ComfortThatCares initiative, encouraging consumers to rethink not just how long they sleep but how well they sleep.
The campaign arrives at a time when rising stress levels, digital fatigue and increasingly erratic daily routines are quietly eroding sleep quality for many Indians. This year’s global theme, “Sleep Well, Live Better”, underscores the idea that sleep is not merely the reward after a productive day but a critical foundation that makes productivity possible.
Bombay Dyeing’s initiative focuses on the often overlooked role of home textiles in shaping sleep quality. Factors such as breathable fabrics, temperature regulation and proper pillow support can significantly influence whether people achieve restorative sleep.
As part of the campaign, the company is highlighting several products from its sleep portfolio designed to address these environmental factors. The Urban Living Luxury Bedsheets range features 400 thread count cotton blends designed for breathability and temperature regulation. Meanwhile, the Celebrating India collection offers 100 percent pure cotton bedsheets in a 300 thread count with heritage inspired designs.
The brand’s range also includes lightweight comforters designed for year round use without overheating, bonded blankets that provide insulated warmth with a soft touch finish, and ergonomically designed pillows intended to balance plush comfort with proper neck support.
According to the company’s brand marketing team, sleep is a fundamental component of both physical and mental well being.
“Through #ComfortThatCares, we want to encourage families across India to treat sleep as essential rather than an afterthought. For 145 years, Bombay Dyeing has focused on bringing comfort into Indian homes, and few things matter more to that comfort than restful sleep,” the team said.
Sleep experts typically recommend between seven and nine hours of quality rest for healthy adults. Yet late night screen use, long working hours and irregular schedules have made consistent sleep increasingly difficult for many urban Indians.
By emphasising breathable cotton bedsheets, supportive pillows and balanced bedding layers, Bombay Dyeing’s campaign highlights a simple idea: the environment people sleep in can be just as important as the hours they spend in bed.
