Brands
The Sleep Company signs MS Dhoni as brand ambassador
Cricketing icon fronts ‘India Vs Peaceful Sleep’ campaign to champion 8 hours of rest.
MUMBAI: MS Dhoni just traded stumps for shut-eye because when the captain of cool says “yes” to eight hours, even India’s sleep game gets a winning strategy. The Sleep Company has roped in MS Dhoni as its brand ambassador, launching the high-impact campaign “India Vs Peaceful Sleep” to spotlight one of the country’s most ignored health issues: sleep deprivation. The partnership uses Dhoni’s legendary association with the number 7 and the fresh intrigue around 8 to drive home the message that eight hours of peaceful sleep is non-negotiable for peak performance.
The campaign’s digital film shows Dhoni reflecting on how constant tossing, position changes and back discomfort rob people of true rest, even when they spend hours in bed. It reframes sleep not as downtime but as the foundation for everything else, urging a nation of “hustlers” to reclaim the quality of rest they deserve.
Dhoni said, “For me, it’s always been about giving my best, every single day. By the end of the night, there’s one thing I truly need and value peaceful sleep. I believe 8 hours of peaceful sleep makes all the difference and I’m excited to finally champion it with The Sleep Company.”
The Sleep Company co-founders Priyanka Salot & Harshil Salot added, “India is the second most sleep-deprived country in the world. To change a national habit, you need national attention and there is no one India trusts more than MS Dhoni. This isn’t just a campaign, it’s a movement to redefine well-being.”
Stevepriya chief creative officer Priya Pardiwalla noted, “In a country that is always pushing, striving, and staying switched on, peaceful sleep has quietly become one of India’s biggest unmet needs. With MS Dhoni joining The Sleep Company, we knew the story had to be told in a disruptive way. It began with four words: ‘India vs Peaceful Sleep.’”
The campaign centres on The Sleep Company’s patented Smartgrid technology, which delivers soft comfort with firm back support, adapting to the body and relieving pressure points to reduce discomfort and enable deeper, uninterrupted sleep.
In a country that idolises hustle but quietly pays for it in lost rest, Dhoni isn’t just endorsing a mattress, he’s batting for eight hours of peace, reminding every Indian that the real match-winner isn’t always on the field; sometimes it’s the shut-eye that happens after the lights go out.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
