Arth by Emcure, a wellness brand combining science and nature, has partnered with cricket icon M.S. Dhoni to launch its latest initiative, Arth Sleep Support Gummies, under the campaign “So Jao”. Conceptualised by Daftar Creative Room, the campaign highlights the importance of restful sleep as a foundation for overall health and balance.
https://www.instagram.com/reel/DQLpZJSjJnK/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
“So Jao” adopts a light-hearted yet meaningful approach, encouraging people to slow down, relax, and prioritize quality sleep – often overlooked in daily self-care routines. Dhoni, known for his calm and composed persona, embodies Arth’s values of harmony, resilience, and mindful living. In the campaign film, he appears in a relatable avatar, reminding viewers that a good night’s sleep always wins over sleepless nights.
Namita Thapar, Executive Director, Emcure Pharmaceuticals, said, “Wellness begins with balance, and sleep plays a central role. Through ‘So Jao’, we aim to make rest a conscious act of self-care. With M.S. Dhoni as our ambassador, the message becomes authentic and inspiring.”
Sleep deprivation has become a pressing concern in India, with studies reporting adults averaging just 6.9 hours of daily rest. Cognitive functions like memory, attention, and decision-making are adversely impacted by inadequate sleep. Interest in natural sleep aids, including gummies, has risen by 650% in the past year.
Formulated with Melatonin, L-theanine, Chamomile, and Passionfruit Extract, Arth Sleep Support Gummies are 100% vegetarian, FDA-approved, and designed to promote relaxation and rejuvenation. The “So Jao” campaign reinforces Arth’s mission: making sleep not a luxury, but a vital act of self-care.
