The Sleep Company has teamed up with Mumbai Indians for the launch of "Jam ke soyenge, tabhi toh jam ke dhoyenge," campaign, which champions the power of sleep and recovery in the journey of Mumbai Indians. The comfort-tech brand is their Official Comfort Partner for IPL 2025.
A recent survey revealed that 86% of athletes reported taking naps before a competitive match, with the majority believing that napping enhanced their performance. Further, studies suggest that quality sleep plays a vital role in physical and mental well-being, impacting endurance, injury prevention, and increased cognitive flexibility. 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 exclusive digital film featuring the anthem, “Jam ke soyenge, tabhi toh jam ke dhoyenge” 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.
The Sleep Company 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.
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.”
"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,” added Ripal Chopda, CMO of The Sleep Company.
Priya Pardiwalla, Chief Creative Officer, Steve Priya stated, “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.”
