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
HP launches Smart Champs learning game show with JioStar for students
Sanya Malhotra hosts quiz series blending fun, learning and prizes
NEW DELHI: HP India has teamed up with JioStar to launch HP Smart Champs, a new learning-based game show designed to make education engaging for school students across the country.
Hosted by Sanya Malhotra, the 10-episode series brings together students from Grades 5 to 9, who compete in teams through quiz and puzzle-based challenges that test knowledge, logic and teamwork. The show will begin streaming on JioHotstar from April 11 and will premiere on Nick on April 18, with weekend episodes airing at 7 PM.
Powered by HP Smart Tank printers, the format integrates print-based learning into the gameplay, using worksheets, clues and visual problem-solving tools to encourage hands-on participation. The idea is to move students beyond rote memorisation and towards more applied, curiosity-led learning.
The competition promises high stakes, with winners set to receive a cash prize of Rs 10 lakh, while runners-up will take home Rs 5 lakh. Additional rewards include HP AI laptops, Smart Tank printers and accessories, while the winning school will be awarded an HP Smart Tech Lab.
Speaking about the initiative, HP India managing director Ipsita Dasgupta said, “At HP, we believe nurturing India’s youth is key to the country’s progress, and technology plays a foundational role in enabling this. With HP Smart Champs, we wanted to create something beyond traditional learning, a fun-filled platform where curiosity, creativity and critical thinking take centre stage.”
On the show’s reach, JioStar head entertainment sales Mahesh Shetty said, “HP Smart Champs reflects how children today learn through exploration and experience. With Nick and JioHotstar, we are creating a multi-screen approach that is both engaging and meaningful.”
Highlighting the role of print, HP India senior director print Satish Kumar said, “The show brings print-based learning to life in an engaging format, helping students develop deeper understanding through hands-on experiences.”
The journey to the finale began with participation from over 1,000 schools across 26 cities, narrowing down to 34 finalists who will compete in a studio showdown in Mumbai.
With its blend of entertainment, education and technology, HP Smart Champs is positioning itself as more than just a quiz show. It is a nationwide push to make learning interactive, accessible and, above all, a lot more fun.
