MAM
Vector Brand Solutions appoints Nikhil Fernandes as chief creative officer
Mumbai: Vector Brand Solutions, a brand-first full-funnel agency, and part of Quotient Ventures, has announced the appointment of Nikhil Fernandes as its chief creative officer (CCO). With an extensive background in digital marketing, brand communications and design thinking, Nikhil brings a wealth of relevant experience to this role.
Nikhil has an impressive track record, having worked with agencies such as FCB, Creativeland Asia, MSLGROUP and OgilvyOne; and has won numerous creative and design awards. His experience spans diverse brands, including Airtel, Nestle, ICICI, Samsung, Domino’s, Visa, TATA Motors, Mahindra, Taj Hotels and Mercedes-Benz India, to name a few.
Speaking of his appointment Nikhil said, “I am excited about joining Vector Brand Solutions and contributing to what is being built out at Vector. Vector has been the first to conceive a brand-first and full-funnel agency model; and I feel both thrilled and privileged to be a part of Vector’s leadership team in leading the fulfilment of this ambition.”
Nikhil also serves as visiting faculty at the National Institute of Design (NID), Ahmedabad. His notable accomplishments include being selected as one of the 60 digital professionals for the Google India and ISB Insider Program and winning the national title at the global Amazon Alexa Cup, a hackathon celebrating the fusion of creativity and technology.
Nikhil will report to Quotient Ventures co-founder and group chief creative officer Shriram Iyer.
Shriram added, “Nikhil’s appointment reaffirms our intent to build out Vector’s unique offering. Nikhil’s experience and interests fully complement our vision for our journey ahead. With him on board, our brand-first and full-funnel ambition gets bigger, better and stronger wings.”
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.
