MUMBAI: In a knockout collaboration that's set to change the game, The Sleep Co (TSC) has been named the Official Comfort Partner for Mumbai Indians' IPL 2025 campaign, bringing a nice twist to athletic performance.
The brand's latest campaign "Jam ke soyenge, tabhi toh jam ke dhoyenge" (loosely translated: "Sleep hard to play harder"), isn't just another marketing gimmick.
A recent survey revealed that 86 per cent of athletes swear by pre-match naps, believing they're the secret sauce to peak performance. Further, studies suggest that quality sleep plays a vital role in physical and mental well-being and increased cognitive flexibility.
Through this association, TSC wants to bring to the fore the role of peaceful sleep in achieving success in everyday life. Sleeping well prior to the night of a big day is what fuels present-moment awareness and confidence, leading to victory and the making of legends.
TSC co-founder Priyanka Salot quipped, "Mumbai Indians is one of the favourite teams among cricket fans. Associating with a team that inspires millions with its winning spirit, solidifies our position as a performance-driven comfort brand. For cricketers and athletes who always stay in the canopy of fitness, ultimate recovery starts with resting and sleeping well. Through this campaign, we want to communicate to the people that striking a right balance between effort and recovery leads to assured success.”
The partnership aims to spotlight the often-overlooked MVP (most valuable player) of athletic prowess: quality shut-eye.
" As India’s most beloved sport, cricket serves as the perfect platform to bring people’s attention to the often-overlooked role of quality sleep in life,” said TSC chief marketing officer Ripal Chopda. “Rest and recovery aren’t just important to perform well on a cricket field, they are important for every individual – be it in sports, work or life. We aim to inspire people to take their health seriously and prioritise peaceful sleep which can boost their overall productivity and efficiency.”
The brand has launched an exclusive digital film featuring an anthem that's part battle cry, part lullaby.
Steve Priya chief creative officer Priya Pardiwalla noted: "Most IPL films are all about high energy, high action, and high intensity. But what if fans saw their favourite cricketers in a way they’ve never seen before - fast asleep. Our goal was to carve out a distinct tone and voice, ensuring both the brand and category stood out in the noise, despite the challenges. More importantly, we wanted to remind audiences of a simple yet powerful truth: peaceful sleep has the power to elevate performance, sharpening both what you do and how well you do it.”
Fans can now splurge on exclusive Mumbai Indians merchandise, from mattresses to ergonomic chairs that'll make working from home feel like a winning streak.
Who knew sleep could be the ultimate game-changer?
The Sleep Co, that's who.
Watch the campaign here:
