The Sleep Company (TSC) has launched its new campaign, “Jam ke soyenge, tabhi toh jam ke dhoyenge,” in partnership with Mumbai Indians for IPL 2025.
As the official comfort partner, the brand highlights the importance of sleep and recovery in athletic performance.
Through this association, TSC wants to bring to the fore the role of peaceful sleep in achieving success in everyday life. Sleeping well prior to the night of a big day is what fuels present-moment awareness and confidence, leading to victory and the making of legends.
The Sleep Company has launched an exclusive digital film featuring an anthem, “Jam ke soyenge, tabhi toh jam ke dhoyenge”. It celebrates the spirit of Mumbai Indians while reinforcing The Sleep Company’s core belief that peaceful sleep is the key to extraordinary performances and the secret to success.
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.”
The company has also launched MI-branded merchandise, including mattresses, sofas, ergonomic chairs, adjustable desks, and cushions, available online and in select stores.
