MAM
#ThisIsGoa chronicles the essence of FC Goa, its connection with the state and the ‘controlled chaos’ perfected by the club
MUMBAI: Inseparable. Interlinked. Coalesced. Unified. The list of words to describe the relationship between FC Goa and the state of Goa is endless.
In a region where football is life, where the sport runs through the veins of the local populace, FC Goa and Goa are one, for it is impossible to speak of one without mentioning the other.
This campaign celebrates football club FC Goa’s accomplishments in its short journey thus far and introduces the key building blocks of the ecosystem (players, coaches and other personnel) to create brand recognition and focus on its youth development program.
With game-changing initiatives towards player development, scouting and infrastructure for youth teams, FC Goa is looking to build footballing champions of tomorrow. Goa may be the country’s smallest state, but the pride and heart of the club and its supporters remain unmatched. The club’s heart-pumping, leave-it-all-on-the-field philosophy is matched by the passion of its large fanbase.
The campaign focuses on FC Goa’s work in the grassroots sphere and its continued focus on improving the technical quality of players coming through the club’s talent pyramid. The future of the state’s youth is in secure hands, the club providing a home to more than 110 footballers through its several teams.
The presence of a women’s team, the only Indian Super League outfit to have one, and youth teams all the way from Under-13’s to Under 23’s makes the club a well-rounded outfit, one of the few in the entire country to possess as many teams. FC Goa’s intentions are to create a holistic football ecosystem where all stakeholders can thrive and grow at the same pace.
Four trophies in a single season, including two in age-group leagues underline the club’s mission and vision to provide a winning platform to its players while maintaining the essence of elite player development.
There is no FC Goa without Goa, and vice versa. If it is becoming abundantly clear that this is FC Goa’s time, it is also clear that #ThisIsGoa’s time.
Speaking about the campaign, Aditya Datta, Commercial Director of FC Goa stated that this campaign was an effort to bring to highlight the emotional and footballing connect between the club, its fans and the state as a whole.“Our objective was to bring out the fact that the club has stayed true to its ideals of bringing about a football revolution, a cultural bridge using the sport as a tool to solidify the bonds it has forged within five years of its inception. We believe that these bonds can only strengthen with the passage of time and our exemplary work on youth development will reap ample rewards with regards to extended fan loyalty in the future,” said Datta.
Rubina Dhillon, Head of Marketing and Sponsorships at FC Goa spoke about the fact that youth development was an under-highlighted facet of football clubs and that the focus was to shift the spotlight beyond the first team. “If you look at our grassroots programmes and our community outreach initiatives, then the work we’ve done in the short while that we’ve been active is tremendous. We are also hoping that brands recognise the conscious effort that we’ve invested into this area of the club and work hand-in-hand with us to help the youth development and grassroots program reach greater heights in India, Asia and beyond.”
She added that the campaign was a reflection of the ‘controlled chaos’ strategy that it exhibits on the field.“If you look at the team play, you will notice the methodical madness on display, the short passing game that results in beautiful attacking patterns. The club and its philosophy are an extension of the same, proceeding towards its objectives full-tilt but in an orderly fashion, in the right manner,” added Dhillon.
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.
