Tag: World Sleep Day

  • Mattress firm Wakefit throws down the gauntlet to Netflix in battle for India’s shut-eye

    Mattress firm Wakefit throws down the gauntlet to Netflix in battle for India’s shut-eye

    MUMBAI:  In a ballsy marketing campaign that’s got the attention of the advertising world, Indian mattress maker Wakefit has taken a full-page broadside at streaming behemoth Netflix, cheekily positioning the US giant as its direct competitor in the battle for Indians’ bedtime hours.

    The eye-catching advert, splashed across mainline newspapers nationwide, references Netflix co-founder Reed Hastings’ infamous 2017 quip that “sleep” was their biggest competitor—a joke that’s turned into a bloody nightmare for millions of Indians, according to Wakefit.

    “In India, the joke came true,” proclaims the advert with undisguised glee. “According to Wakefit’s Great Indian Sleep Scorecard 2025, 51 per cent Indians blame binge-watching for late nights, and one in three of us have insomnia. Happy now, Mr Co-founder?”

    wakefitThe cheeky campaign, timed to coincide with World Sleep Day which was on 14 March, sees Wakefit positioning itself as the plucky David to streaming’s Goliath, declaring “sleep a.k.a. Wakefit is competing back” with what the company has dubbed “sleep-tech vs screen-tech” and “now sleeping vs now streaming.”

    Wakefit co-founder Chaitanya Ramalingegowda didn’t stop at print. The savvy entrepreneur took to social media with a video of himself reading the advert, further amplifying the message that’s struck a chord with knackered Indians nationwide.

    “May ‘du-dumm’ become the sound of India crashing on a Wakefit mattress,” the advert proclaims in a cheeky reference to Netflix’s iconic sound logo. “The road is long. It may take several seasons to beat the competition. But this show is never getting cancelled.”

    Not content with mere verbal sparring, Wakefit is backing its fighting talk with action, offering punters up to 55 per cent off all mattresses until 16 March—a commercial sweetener that’s got cash-conscious consumers sitting up in their beds.

    The campaign dovetails perfectly with this year’s World Sleep Day theme: “Make Sleep Health a Priority.” The annual awareness day, organised by the World Sleep Society, aims to elevate conversations around sleep health globally at a time when digital distractions are at an all-time high.

    Industry analysts are calling Wakefit’s campaign a masterstroke in challenger brand marketing. By positioning streaming giants as the villain in India’s sleep crisis narrative, the mattress maker has effectively elevated itself from flogging bedroom furniture to championing a public health cause.

    With Netflix raking in billions globally while Indians increasingly struggle to catch their forty winks, Wakefit’s provocative question—”Happy now, Mr Co-founder?”—might just be keeping a few streaming executives up at night for a change.

  • Audible launches new sleep collection ahead of World Sleep Day

    Audible launches new sleep collection ahead of World Sleep Day

    Mumbai: Audible, a leading creator and provider of premium audio storytelling, announced the launch of a new collection of podcast series in time for World Sleep Day. An annual event dedicated to emphasising the significance of sleep for overall health and well-being, World Sleep Day aims to address critical issues related to sleep, including medicine, education, social aspects and more.

    The three Sleep Sound series are part of a new, curated Audible sleep collection, offering dedicated meditations, all-night soundscapes, ASMR and bedtime stories, designed to ease listeners into sleep. The collection includes the following:

     .  An enchanting bedtime story read by Pallavi Sharda: Australian actor and dancer of Indian origin, Pallavi Sharda narrates the tale of Princess Aubergine, a South Asian Sleeping Beauty fairytale, taking listeners on a magical journey towards slumber.

    .   Dreamy poetry read by Natalie Imbruglia: Inspired by the rugged Australian landscape, Natalie Imbruglia, an Australian singer-songwriter and actress, lends her voice to the series through a selection of verses from celebrated poet Dorothea Mackellar, creating a rich and immersive experience that leads listeners on a path to sleep.

     .  Water-based meditations performed by Cody Simpson: An Australian singer and actor, Cody Simpson, in his series, gently guides listeners to the land of nod with calming visualisations and enchanting soundscapes inspired by the serene beauty of water.

    “Sleep is such an important part of our lives, especially in our society where hyper-productivity seems to be constantly rewarded,” said Audible Sleep Sound narrator Pallavi Sharda. “I really enjoyed my recording of a Sleeping Beauty tale with Audible, and hope it goes some way to helping listeners feel their nervous systems relax during their night time routine, and to feel more rested and rejuvenated when they wake up.”

    “Good quality sleep is the most important gift we can give ourselves. Like a lot of artists, my most creative time can be late at night when everyone else is sleeping, so I can find it hard to get back into the routine of going to bed at a reasonable hour,” said Audible Sleep Sound narrator, Natalie Imbruglia. “Recording Dorothea Mackellar’s poetry was truly a magical experience. I was moved to tears while recording ‘My Country’, which made me fall in love with my homeland all over again.”

    “I’ve changed, grown and evolved in many ways over the past few years, especially with the approach I take with my health and wellbeing as I set my sights on the Olympics,” said Audible Sleep Sound narrator, Cody Simpson. “As a training athlete, it’s so important to get plenty of quality sleep in order to recover effectively. I’ve enjoyed recording my guided sleep meditations with Audible and hope it will help others relax and unwind when they hit the pillow.”

    Commenting on this launch, Audible, APAC VP and head of regional content Karen Appathurai Wiggins said, “In today’s fast-paced world, prioritising sleep is paramount for maintaining our overall well-being. Our 2023 wrap data also highlights that well-being and self-development top the charts when it comes to the most listened-to genres among Indians. This is why we are pleased to introduce our new sleep collection, further expanding our catalog to offer our members new ways to attain a good night’s rest. We wish them all sweet dreams!”

    Audible’s Sleep Sound collection is available only on Audible.

  • World Sleep Day 2024: Discover these five  simple yet effective tips to achieve quality sleep on Audible

    World Sleep Day 2024: Discover these five simple yet effective tips to achieve quality sleep on Audible

    Mumbai This World Sleep Day, let’s acknowledge the profound influence that quality sleep has on our overall health and well-being aiding stress management, mood regulation, and bodily rejuvenation. To mark this significant occasion, Nicole Moshfegh’s audiobook “The Book of Sleep offers tons of quick, easy and research-based strategies that are effective and sustainable to foster healthier ways for restful sleep. Here are five easy-to-follow tips from her audiobook which will help you dream better!

    Curate A Perfect Sleep Sanctuary

    In pursuit of creating the perfect sleep sanctuary, Dr Nicole Moshfegh introduces a refreshing guidebook to follow for a good night’s sleep. She highlights the influence of a positive sleep environment on one’s sleep cycle and says, “Too many negative or arousing experiences can cause us to associate the bedroom with stress instead of sleep. Fortunately, we can counteract these effects by creating an environment more conducive to rest and relaxation.” She advised  

    1  Keep your bedroom cool, dark and quiet. Consider making the bedroom a device-free zone. If leaving your phone outside the room causes you stress, at least place it somewhere where it can’t be accessed from your bed

    2  Move any workstations out of the bedroom. If this is not possible, try creating some sort of visual separation between your bed and your work area by experimenting with moving furniture or using room dividers

    3  Reduce clutter and keep things clean and tidy. Add a few key items that spark, joy and relaxation like your favourite art, piece, photos or memorabilia

    4  Try to avoid having intense conversations in your bedroom and remember to get out of your bed and bedroom if you can’t fall asleep

    Exercise Progressive Muscle Relaxation for Relaxed Sleep

    To overcome anxiety and stress daily,  Dr. Nicole Moshfegh provides a step-by-step guide to practising muscle relaxation which in turn can help relieve stress and provide a sense of calmness. She says, “Anxiety and stress can activate our fight or flight response. When we experience chronic stress, our brain’s ability to reduce this response weakens over time which can make it harder for us to fall asleep and stay asleep. Through a technique called Progressive Muscle Relaxation, PMR, you can relieve the tension in your body by tensing and releasing different muscle groups one at a time.”  Here is how you can practise PMR –

    Comfortably lie down on your back, not on a bed. It may be helpful for you to practise PMR by starting at one end of your body either your feet or your shoulders.

    2  Close your eyes if you’re comfortable doing so. Breathe in and tense the first muscle group hard but not to the point of pain for five seconds.

    Breathe out and immediately relax the muscle group all at once.

    4  Take a few deep breaths for 10 to 15 seconds before moving on to the next muscle group. During this time pay attention to how the muscles feel when they are tense versus relaxed.

    5  Repeat steps 1,2,3 with each muscle group.  When you are finished with all of the muscle groups, take the deepest breath you’ve taken in all day and let it out when you are ready. Bring your focus back to the present.

    Identify the Right Food Choices to Beat Midnight Cravings

    Tired of tossing and turning? Say goodbye to bedtime hunger games with Dr. Nicole’s suggestions! We’re here to unravel the secrets to a nourished yet restful night’s sleep wherein she urges everyone to avoid heavy meals before bedtime. Furthermore, she points out that, “Being hungry won’t help us either. Therefore it’s best to maintain a balance of not eating too much too late but also making sure our stomach is full enough that it will not keep us awake throughout the night. If you notice you are hungry before bedtime try consuming a small snack with protein in it as protein contains tryptophan, which will stimulate melatonin production in our brain, the hormone responsible for our sleep drive. Just remember to avoid foods containing caffeine like chocolate and spicy, acidic, high fat and sugary foods especially 3 to 4 hours before bedtime. Try to incorporate food containing tryptophan into your diet. Examples include nuts and seeds, legumes, fruits, vegetables, grains, dairy products, poultry, and seafood, every day for two weeks. Keep track of what, when and how much you consume in conjunction with your sleep” she said.

    Slash Your Caffeine Intake for a Dreamier Sleep

    Ever questioned why that evening coffee tends to disturb your sleep around 2 am? Dr. Nicole unveils the drawbacks of caffeine for maintaining a healthy sleep routine. She says, “If you have caffeine around 7 pm, half of it will still be in your system at 2 am. Not only will that cup of coffee you have at 7 pm prevent you from getting adequate sleep but by the time you start your day around 9 am, your sleep signals will be even stronger due to lack of sleep and all the adenosine that couldn’t be released. This leads to a never-ending cycle. If you don’t want to constantly time how much caffeine will still be in your body at bedtime it’s better to cut back.”

    1  Start by trying to avoid caffeine after lunch. Limit yourself to not more than 200 to 300 mg of caffeine per day which is roughly equivalent to 28-ounce cups of coffee depending on the route

    2  Remember that decaf coffee, dark chocolate and some pain relievers also contain caffeine and must be avoided

    Seek Professional Help If You Need

    Shedding light on the role sleeping pills play, Dr. Nicole discusses the adverse effects they can have on one’s sleep schedule. Stressing the importance of discontinuing their use, she advocates for an effective alternative of—Cognitive Behavioral Therapy for Insomnia (CBT-I) which one must take into account to improve their sleep health and overall well-being. She says, “Sleeping pills use is correlated to an increased risk for car accidents, higher rates of heart disease, stroke and increased risk of cancer. When you discontinue sleeping pills, you experience rebound insomnia, which can make it more likely that you start taking them again leading to a never-ending cycle, all the more reason that treating your insomnia the natural way is better for you in the long run.” She suggests:

    1  CBT-I is proven to be just as effective for those currently on sleep medication

    2  One must identify and get a better hold on their symptoms before consulting a doctor

    3  When you are ready, speak with your doctor about tapering off your medication. It can also be helpful to have a trained CBT-I therapist to guide you through this process

  • This World Sleep Day, Doctor Dreams reiterates its promise of ‘Happy Sleep Delivered’

    This World Sleep Day, Doctor Dreams reiterates its promise of ‘Happy Sleep Delivered’

    MUMBAI: Ahead of World Sleep Day, sleep solutions brand Doctor Dreams launched an exciting campaign with the intent to educate consumers about the importance of choosing the right mattress and restates its proposition of ‘Happy Sleep, Delivered!’.

    The campaign personifies a Doctor Dreams mattress and a regular mattress as two people engaged in funny banter that highlight the advanced features of Doctor Dreams’ products. The ad films are a fun take on what an ideal mattress should be and gets the audience wondering about their own mattress and whether it’s time for an upgrade.

    Nilkamal general manager – marketing Pinaki Gupta said, “At Doctor Dreams we thrive to deliver the best sleep solution to our consumers. Backed by immense research and technology, our mattresses combine comfort with modern day convenience.  With our new campaign that coincides with World Sleep Day, we have attempted to entertain our customers while simultaneously educating them on what makes the perfect mattress. We are positive this campaign will connect with our audience.”

    The campaign is conceptualised by Interactive Avenues – A Reprise Network Company.

    Interactive Avenues national business head – creative Shantanu Mulay said, “The films have a perfect mix of humour and tight branding elements in it. I’m sure this will definitely build purchase intent for the consumers. The campaign has the potential to create a strong top of the mind recall and we feel extremely fortunate to plan and execute these films”.

    Doctor Dreams has also launched an engaging contest around the campaign, wherein participants are required to share a funny quote on ‘Why they want to sell their regular mattress’.  Participants have a chance to win rewards worth Rs 1 lakh. The contest is being promoted across Doctor Dreams’ social media platforms.

     Please click the below links to watch the films:

    Cool Gel Film: https://youtu.be/oPBLEwknMpA

    PU Foam: https://youtu.be/hg4kFTYsbkc

    Memory Foam: https://youtu.be/2FzXlOOpzZY

    Tencel Fabric: https://youtu.be/Cf9LWPBHcds

    Mattress Protector: https://youtu.be/YdZDNJd3V-0

  • Duroflex Mattresses talks about importance of sleep this exam season

    Duroflex Mattresses talks about importance of sleep this exam season

    MUMBAI: This exam season, Duroflex Mattresses is urging parents to pay more attention to the sleep habits of their children who are preparing for exams. The campaign #sleeptoperform, released on World Sleep Day, shines light on the exhaustion kids face while writing exams because of lack of sleep. Anil Kumble, former captain of the India cricket team has lent voice to the campaign.

    Speaking about the campaign, Duroflex Mattresses director marketing Mathew Joseph said, “At Duroflex we are constantly researching on the importance of sleep and creating awareness about it. Today sleep is the first we thing we sacrifice to make more time in the day.  Our internal research showed that, almost 80% of students turn up highly exhausted to write their exam because of not getting adequate sleep in the nights leading up to the exam. Through our Sleep to Perform campaign we want parents to help their kids prioritise sleep as part of exam preparation. Truly is it the easiest revision. We couldn’t think of a more credible voice than Anil Kumble to champion our cause.”

    Happy Mcgarrybowen senior creative director Naren Kaushik M said, “Parents take every precaution to ensure their kids are well prepared to take their board exams. From their diet, study time table to leisure activities; all daily activities are keenly monitored. But in the anticipation of performance in exams, sometimes they tend to overlook the most important aspect of the lot – complete sleep. We wanted to bring attention to this part of a student’s preparation for the exams as Duroflex has always believed in preparing for tomorrow, tonight.”

    “As a parent to two kids who are currently going through exam season, I totally understand how important it is to support our children during this stressful period.  As a sportsperson and coach, I truly stand by the power of sleep to energise the mind and help focus. I urge all parents out there to understand the importance of sleep for the better performance and happiness of our children, this exam season. Let them rest before the test”, said Kumble.

    Duroflex is a pioneer in sleep technology solutions for over five decades. With the Sleep to Perform campaign, Duroflex aims to raise awareness about the importance of a good night’s sleep amongst adults and children alike, especially during this exam season.