MAM
What The Hell? wins 140 million Payworld account
MUMBAI: Delhi based creative agency What The Hell? (WTH?) has bagged the creative duties for electronic voucher distribution system provider Payworld. The brand‘s creative mandate was with Grasshoppers prior to this.
The account size is in the range of Rs 140 million and the focus of spends will be on online/digital and BTL activities.
No pitch was called for the account and the decision was made after WTH? approached the e-commerce company with its ideas, the agency said. The move comes in preparation to the company‘s plans to diversify in the money remittance and mobile payments segment.
Payworld COO Praveen Dhabhai said, “With new services and verticals being launched we were looking for a strategically strong and creatively excellent partner. That‘s where we found What The Hell? fitting in with their strong hold and sound knowledge on online and digital marketing domain will give us an edge.”
WTH? Director Dhiraj Kumar added, “It‘s a great win for WTH? The buying behaviour of the Indian Janta is shifting towards online at a very fast pace. Hence, it would be interesting for us to carve a niche for Payworld in the domain. With Payworld diversifying into mobile payments, the account win becomes a lot more exciting.”
WTH? strategic planner- digital and new media Aman Mishra said, “Payworld will be an exciting account to work on. Online and digital will be the key. Mobile is a very exciting space to work in. Planning digital and interactive things for it would be fun.”
Payworld, a 40 year old company, is a part of Sugal and Damani Group and have diverse interests ranging from hospitality, real-estate and jewellery to broking travel and tourism and engineering.
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.
