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.
