Arth by Emcure has unveiled its latest collaboration with former cricketer MS Dhoni to promote its offering, Arth Sleep Support Gummies. The partnership launches the brand’s new campaign, So Jao, which prioritises peaceful sleep, helping people rejuvenate, restore balance and support overall well-being.
The campaign encourages individuals to slow down, relax and prioritise quality rest in their daily routine.
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.”
