Releases special anthem - "Jam ke soyenge, tabhi toh jam ke dhoyenge” emphasizing how adequate sleep and rest boosts performance
Mumbai, 25th March, 2025: When brands driven by the same passion and purpose come together, they don’t just make an impact—they create a legacy. Mumbai Indians and The Sleep Company are two such brands that embody performance, victory, recovery and excellence. The Sleep Company amplifies the spirit of the five times IPL champions with the launch of "Jam ke soyenge, tabhi toh jam ke dhoyenge," a campaign championing the power of sleep and recovery in the journey of the five-time IPL champions. Watch a well-rested and well-slept Mumbai Indians team perform better than ever with The Sleep Company (TSC), India’s leading comfort-tech brand, as their Official Comfort Partner for IPL 2025.
Research indicates that athletes who sleep less than 8 hours per night have a 1.7 times higher risk of injury compared to those who sleep 8 or more hours. Further, studies suggest that quality sleep plays a vital role in physical and mental well-being, directly impacting endurance, injury prevention, and overall recovery. 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.
The Sleep Company has launched an exclusive digital film featuring an anthem, “Jam ke soyenge, tabhi toh jam ke dhoyenge”. It celebrates the spirit of Mumbai Indians while reinforcing The Sleep Company’s core belief that peaceful sleep is the key to extraordinary performances and the secret to success.
Priyanka Salot, Cofounder of The Sleep Company, said, “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.”
Ripal Chopda, CMO of The Sleep Company, said, "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.”
Priya Pardiwalla, Chief Creative Officer, Steve Priya said, “Most IPL films are all about high energy, high action, and high intensity. But what if fans saw their favorite 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.”
As part of this association, the company will run an offline activation in the bustling streets of Marine Drive and Carter Road to remind people to get quality sleep before the big game. TSC has also launched exclusive MI merchandise across various products including its mattress, sofa, ergonomic chair, adjustable desk, and cushion. Customers can explore the MI X TSC collection online and in select stores.
Link to the campaign: https://www.instagram.com/
About The Sleep Company:
The Sleep Company is Asia’s first and only provider of SmartGRID technology, revolutionizing sleep and sitting solutions. As one of India’s fastest-growing brands, it is reshaping both the direct-to-consumer (D2C) and omnichannel landscapes while driving innovation in the mattress industry. Founded by the visionary couple Priyanka and Harshil Salot, The Sleep Company began as a pursuit of scientifically supported mattresses and has evolved into a brand dedicated to enhancing consumers’ sleeping and sitting experiences.
The company offers premium products in diverse comfort categories resulting from meticulous research that stands light years ahead of competitors, with technology rooted in cutting-edge developments in material science and sleep science. Initially adopting a purely D2C model, The Sleep Company has since transitioned into an omnichannel powerhouse. The Sleep Company has over 130+ retail stores across India.
By enhancing discoverability and streamlining supply chains, The Sleep Company consistently delivers a distinctive value proposition with accessible premium products. After securing INR 13.4 crore in pre-Series A, and INR 177 crore in a Series B round led by Premji Invest and Fireside Ventures, the Company has now secured INR 184 crore in Series C funding
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