Mumbai: The Sleep Company has joined hands with Mumbai Indians as the Official Comfort Partner for IPL 2025, reinforcing the vital connection between restful sleep and peak performance. To mark this association, the comfort-tech brand has launched an exclusive anthem, “Jam ke soyenge, tabhi toh jam ke dhoyenge,” celebrating the power of recovery in the journey to victory.
The collaboration highlights how quality sleep fuels endurance, focus, and injury prevention—key factors that contribute to athletic excellence. A recent survey revealed that 86% of athletes rely on pre-game naps to enhance performance, further underlining the importance of rest in competitive sports.
To bring this message to life, The Sleep Company has unveiled a digital film featuring the anthem, showcasing Mumbai Indians players embracing rest as an essential part of their winning strategy.
“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.” said Priyanka Salot, Cofounder of The Sleep Company.
Ripal Chopda, CMO of The Sleep Company, added, “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. 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 prioritize peaceful sleep which can boost their overall productivity and efficiency.”
The campaign’s creative approach takes a refreshing detour from traditional high-energy IPL films. Priya Pardiwalla, Chief Creative Officer, Steve Priya, explained, “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.”
Further expanding its association with Mumbai Indians, The Sleep Company has launched exclusive MI merchandise across various products, including mattresses, sofas, ergonomic chairs, adjustable desks, and cushions. Fans can explore the MI X TSC collection online and in select retail stores.
Link to the campaign:
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