ARTH BY EMCURE, a wellness brand committed to harmonising science with nature, has announced its latest collaboration with cricket icon MS Dhoni to promote its Arth Sleep Support Gummies.
The partnership marks the launch of Arth’s new campaign, ‘So Jao’, conceptualised and executed by Daftar Creative Room. The campaign underlines Arth’s mission to help people embrace peaceful sleep as the foundation of rejuvenation, balance, and overall well-being.
Built around the belief that true wellness begins with balance, ‘So Jao’ adopts a light-hearted yet meaningful narrative to highlight one of the most overlooked forms of self-care i.e. quality sleep. The campaign encourages individuals to slow down, unwind, and prioritise rest amid the fast pace of modern life.
Known for his calm and composed demeanor, MS Dhoni 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, and simply So Jao. Because no matter what keeps you up at night, a good night’s sleep is always the better choice, per the media release.
Emcure Pharmaceuticals executive director Namita Thapar said, “Wellness begins with balance, and sleep plays a central role in that journey. Through ‘So Jao’, we want to remind people that rest is an act of self-care. Having MS 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.”
