New Delhi: Sleepwell has unveiled a nationwide campaign on the occasion of the 19th World Sleep Day, alongside the release of its comprehensive Sleep Study, shedding light on evolving sleep patterns and challenges faced by Indians today.
The study reveals key insights into the country’s sleep habits, highlighting a growing sleep crisis driven by irregular routines and lifestyle factors. According to the findings, 65% of Indians tend to sleep even later on weekends, dispelling the common belief that lost sleep during weekdays can be compensated over time.
As part of the campaign, Puneet Gulati, Chief Marketing Officer at Sleepwell, discussed the findings in a conversation with Zee Business, emphasising the importance of sleep quality and the role of the right mattress in ensuring restful sleep.
Another key insight from the study revealed that 79% of Indians use screens before bedtime, contributing to disrupted sleep cycles. Additionally, younger audiences appear to be the most affected, with 36% of individuals aged 18–25 getting five hours of sleep or less, making them the most sleep-deprived demographic.
Beyond behavioural factors such as late-night scrolling and binge-watching, the study also identifies mattress discomfort as an often-overlooked contributor to poor sleep quality.
To drive contextual engagement, Sleepwell partnered with a quick-commerce platform to deliver targeted messaging between 11 pm and 3 am—timed to coincide with peak late-night browsing behaviour. The initiative encourages consumers to reflect on their sleep patterns while directing them to nearby Sleepwell stores as a solution.
The campaign is further amplified through collaborations with digital influencers and content creators, who are sharing relatable narratives around sleep discomfort and its impact on daily life, helping extend the conversation across social media platforms.
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