MAM
Ten Cricket ropes in 12 sponsors for India-South Africa series
MUMBAI: Ten Cricket has roped in 12 sponsors for the India-South Africa cricket series, moving in line with its ad revenue target of Rs 1.4 billion from the tournament that kicks off on 16 December.
Ten Cricket claims to have already sold ad inventory worth Rs 1.3 billion. “Ten Cricket is already booked to capacity inventory and there is a continuing demand,” says Zeel chief revenue officer and head niche channels Joy Chakraborthy.
The broadcaster has signed Tata Docomo, Hero Honda and Micromax as co-sponsors for the India-South Africa series.
The tournament will include three Test Matches, one Twenty20 International and five ODIs.
Chakraborthy said, “We have signed up 12 sponsors – The associate sponsors are IDBI Federal Life Insurance, Maruti Suzuki, Colgate, Berger, Religare Enterprises, Manappuram Gold Loan, Aditya Birla Group and I-Ball.”
Ten Sports CEO Atul Pande said, “Ten Cricket will bring telecast in a viewer friendly format with expert analysis, graphics and world class commentary. At the same time Taj India’s distribution and marketing strength will bring lot of value to advertisers, sponsors and partners.”
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.
