Mumbai: Arth by Emcure, a holistic wellness brand dedicated to blending science with nature, has announced its latest collaboration with cricket legend M.S. Dhoni to promote its wellness offering, Arth Sleep Support Gummies. The partnership marks the launch of the brand’s new campaign, “So Jao,” conceptualised and executed by Daftar Creative Room, which emphasizes Arth’s mission to prioritize peaceful sleep as the cornerstone of balance and overall well-being.
Rooted in the belief that true wellness begins with balance, “So Jao” takes a light-hearted yet meaningful approach to remind people about one of the most underrated acts of self-care — sleep. The campaign encourages individuals to slow down, relax, and make quality rest a daily priority.
Known for his calm and composed demeanor, M.S. Dhoni perfectly embodies Arth’s values of harmony, resilience, and mindful living. In the campaign film, Dhoni appears in a refreshing and relatable avatar, encouraging everyone to pause, breathe, and simply So Jao. Because no matter what keeps you up at night, a good night’s sleep is always the better choice.
Speaking about the collaboration, Namita Thapar, Executive Director, Emcure Pharmaceuticals, said, “Wellness begins with balance, and sleep plays a central role in that journey. Through ‘So Jao’, we want to remind people that rest is an act of self-care. Having M.S. Dhoni as the face of this thought brings authenticity and calm to the message. We hope that by offering well-designed nutraceuticals, we can help people enjoy better sleep while supporting their overall well-being.”
Sleep has increasingly emerged as a critical health concern, posing risks to both physical and mental wellness. A peer-reviewed study published in Scientific Reports (Nature, 2025) revealed that Indian adults average just 6.9 hours of total daily sleep — including only 6.4 hours of nighttime rest — indicating widespread short sleep durations. Another study in the International Journal of Psychology (2025) found that sleep deprivation adversely affects cognitive functions such as attention, memory, and decision-making.
As awareness grows, interest in “sleep gummies” has surged by 650% over the past year, reflecting a growing consumer shift toward natural, non-habit-forming sleep aids such as melatonin and magnesium.
Formulated with Melatonin, L-theanine, Chamomile, and Passionfruit Extract, the Arth Sleep Support Gummies are designed to support sleep and relaxation. Each gummy is 100% vegetarian, crafted with carefully selected ingredients, tested in FDA-approved labs in the USA, and contains 5mg melatonin per serving with minimal calories.
The “So Jao” campaign reflects Arth’s core philosophy — promoting rest, rejuvenation, and mindful living. By combining science-backed wellness with a message of emotional balance, Arth by Emcure aims to inspire individuals to make sleep not just a necessity but an essential act of self-care.
View this post on Instagram
