MS Dhoni joins The Sleep Company as brand ambassador

Indian cricketer Mahendra Singh Dhoni has been announced as a brand ambassador for The Sleep Company, a mattress and furniture brand.

The partnership was launched through a campaign titled “India Vs Peaceful Sleep”, which Dhoni headlined. The campaign sees the 44-year-old endorse The Sleep Company’s mattress, highlighting the importance of getting eight hours of quality sleep every day.

On joining The Sleep Company, MS Dhoni commented:

“For me, it’s always been about giving my best, every single day. By the end of the night, there’s one thing I truly need and value—peaceful sleep. I believe 8 hours of peaceful sleep makes all the difference and I’m excited to finally champion it with The Sleep Company.”

Priyanka Salot & Harshil Salot, Co-Founders, The Sleep Company, said:

“India is the second most sleep-deprived country in the world. To change a national habit, you need national attention and there is no one India trusts more than MS Dhoni. This isn’t just a campaign; it’s a movement to redefine well-being. With MS Dhoni leading the charge, we want to make ‘8 hours of peaceful sleep’ a non-negotiable part of every Indian household.”

Priya Pardiwalla, Chief Creative Officer at StevePriya, added:

“In a country that is always pushing, striving, and staying switched on, peaceful sleep has quietly become one of India’s biggest unmet needs. With MS Dhoni joining The Sleep Company, we knew the story had to be told in a disruptive way. It began with four words: ‘India vs Peaceful Sleep.’ By visualising this personal nightly conflict at the scale of a stadium, we brought alive the urgent need to reclaim what so many have been missing: 8 hours of peaceful sleep.”