MAM
#VMateAsliHolibaaz campaign creates new milestone in short video content creation
MUMBAI: #VMateAsliHolibaaz, the star-studded Holi campaign by trending short video platform VMate, has concluded on a high note. The campaign that comprised India’s top YouTubers Bhuvan Bam and Ashish Chanchlani, along with dancing diva Sapna Chaudhary, became a sensation on short video as well as social media platforms. Defying conventions, VMate’s campaign emerged as a platform for its creator to showcase their talent, and simultaneously captured the fancy of viewers on other global platforms such as YouTube or Instagram. #VMateAsliHolibaaz went beyond offering video stickers and roped in celebrated stars in their own domain. The campaign received around 2 billion impressions through different social media platforms and YouTube.
The Holi campaign gifted VMate users a film, wherein India’s top YouTube stars Bhuvan Bam and Ashish Chanchlani acted together for the first time. Three VMate creators also got a chance to act in the film and share the screen with the YouTubers. Bhuvan and Ashish featured in a race to become ‘Asli Holibaaz’, sending their fans into a tizzy. The admirers of the online sensations participated in a contest, casting votes for their favourite. The contest witnessed an overwhelming response with over 5 lakh votes being cast in a neck-and-neck fight, while at least 12 million users logged in to be part of the campaign. Interesting prizes were also in store for the users who participated in the contest through VMate app or browsed through http://bit.ly/3aw3Vx4.
The other highlight of the campaign was a Holi song featuring Sapna Chaudhary of Bigg Boss fame, who added her desi vibes to make the video go viral on social media platforms. As part of #SapnaHoliDance, users with millions of followers performed Sapna’s hook step and posted their videos online.
Excitement ran high for #VMateAsliHolibaaz since inception when the stars converged in Mumbai for the shooting of the videos and interacted with the media. And when Ashish shared the news of working with Bhuvan on Instagram, the likes of famous Bollywood rapper Badshah reacted, lauding the two for their ‘Modi-Trump’ and ‘Karan-Arjun’ moments. What followed was fans going crazy over the first look and trailer of the film, which trended on social media platforms. And then came the perfect Holi gift for VMate users – #VMateAsliHolibaaz, the film.
Talking about the success of the campaign, VMate Associate Director Nisha Pokhriyal said, “#VMateAsliHolibaaz emphasized upon our commitment to provide the best experience to the users of short video platforms. Our campaign touched the pulse of the users and the massive response garnered is a manifestation of the same. Millions of users got engaged with us through the film, music video as well as the contest. There could not have been a better Holi gift for the VMate family.
#VMateAsliHolibaaz has altered how global online platforms look at campaigns. The campaign was of many firsts. It didn’t just provide a stage to its creators, but also engaged users through an interactive mechanism. Also, the users got a chance to win bumper prizes like smartphones and car. #VMateAsliHolibaaz also saw YouTube stars Bhuvan and Ashish come together for the first time, and their joint creation was loved by the audience whole-heartedly. VMate has certainly set the bar high, with a promise that it will keep entertaining and engaging its users with several similar campaigns in the future.
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.
