MAM
The Q, Chtrbox launch integrated marketing platform BharatBox
Mumbai: Following the acquisition of Chtrbox by QYou Media Inc, The Q India and Chtrbox have together announced the launch of the integrated marketing platform, BharatBox.
BharatBox will focus on delivering content from India’s most popular non-metro creators across television and digital. Combining the strength and reach of The Q with Chtrbox’s data-driven and cost-effective solutions for building successful tier 2 and tier 3 targeted influencer-led campaigns, the marketing platform will empower brands to reach consumers in these markets, said the statement.
The platform will offer 360-degrees go-to-market customised solutions that are fully integrated across all distribution platforms. Services will include television advertisements, influencer-generated social media content, branded content, interactivity and surveys to seek real responses from consumers about new launches via influencers, and e-commerce integrations encouraging direct purchases from audiences, it added.
Speaking on the launch of BharatBox, The Q India, CEO – Simran Hoon, said, “We are thrilled with how quickly we have begun to integrate the power and strength of both companies. The excitement and interest from our brand partners to leverage these unique and combined strengths has us feeling very confident that BharatBox will be a hit out of the gates. Perhaps more importantly, we believe consumers will be thrilled with integrated and branded content that is entertaining, interactive, fun and socially involving as they move towards the purchase of a product or service.”
“With the power of social media and social commerce growing exponentially, we have seen tremendous success for our brand partners while taking their message to the tier 2 & 3 markets. We like to say 1 + 1 = 11 when we describe the power of our joining forces with QYou Media and specifically The Q India. This marks the beginning of the many ways that we believe we will both lead the market and capture the hearts and minds of what may just be the world’s largest new market for commerce and purchasing power, tier 2 & tier 3 India,” added Chtrbox CEO Pranay Swarup.
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.
