The Sleep Company has announced its partnership with Mumbai Indians (MI) as the Official Comfort Partner for the 18th edition of the Indian Premier League (IPL 2025).
As part of the association, The Sleep Company has launched an exclusive digital film featuring an anthem, “Jam ke soyenge, tabhi toh jam ke dhoyenge”. The Sleep Company will run an offline activation in the bustling streets of Marine Drive and Carter Road to remind people to get quality sleep before the big game.
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, Co-founder 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.”
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, Steve Priya said, “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.”
