The Mumbai Indians have partnered with The Sleep Company, a bedding and furniture brand, roping it in as their Official Comfort Partner.
The deal will see The Sleep Company work with MI to highlight the importance of “sleep and recovery in athletic performance”. The two parties will work on a host of media campaigns, digital advertisements, and films, as well as host an offline activation at Marine Drive and Carter Road to promote quality sleep before MI home games.
Additionally, The Sleep Company will launch MI-branded merchandise, including mattresses, sofas, ergonomic chairs, adjustable desks, and cushions, which will be made available online and in select stores.
Priyanka Salot, Co-founder of The Sleep Company, commented:
“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, The Sleep Company, added:
“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.“
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