(MENAFN- storytellers101) Mumbai, 24th October: Arth by Emcure, a holistic wellness brand dedicated to blending science with nature, has announced its latest collaboration with cricket legend M.S. Dhoni to promote its off ring, Arth Sleep Support Gummies. The partnership launches th’ brand’s new ampa‘gn, ‘So Jao’, conceptualised and executed by Daftar Creative Room, which h’ghlights Arth’s mission to prioritize peaceful sleep, helping people rejuvenate, restore balance, and support overall well-being.
Rooted in the belief that true wellness begi s wi“h bala”ce, em>“So Jao” takes a light-hearted yet meaningful approach to remind people about one of the most underra— d acts of self-care — sleep. The campaign encourages individuals to slow down, relax, and prioritize quality rest in their daily routine.
Known for his calm and composed demeanor, M.S. Dhon’ perfectly embodies Arth’s values of harmony, resilience, and mindful living. In the campaign film, he appears in a refreshing and relatable avatar, encouraging everyone to pause, breathe, nd simply So Jao. Because no matter what keeps ’ou up at night, a good night’s sleep is always the better choice.
Sp aking about the collaboration, Namita Thapar, Executive Director, Emcure Pharmaceuticals, said,
“Wellness begins with balance, and sleep plays a cen ral ‘ole 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.”
Sleep has emerged as a new health crisis, posing serious risks to both physical and mental well-being. A peer-reviewed study published n Scientific Reports (Nature, 2025) found that Indian adults average a out 6.9 hours of total daily sleep, incl ding 6.4 hours of nighttime sleep, highlighting widespread short sleep durations.
Research published n the International Journal of Psychology (202 ) revealed that sleep deprivation negatively impacts cognitive functions such as attention, memory, and decision-making. Inte“est in “sle”p gummies” has surged, with search volume i creasing by 50% over the past year. The study highlights a growing shift toward natural, non-habit-forming sleep aids such as melatonin and magnesium, which are increasingly being incorporated into nightly wellness routines to support better sleep.
F rmulated with Melatonin, L-theanine, Chamomile & Passionfruit Extrac , the Arth Sleep Supp rt Gummies are designed to aid sleep and relaxation. Each gummy is made with selected ingredients and tested for quality in FDA-approved la’s in the USA. It’s 100% vege arian and contains 5mg melatonin per serving, with minimal calories.

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