Cricket icon M.S. Dhoni has joined hands with Arth by Emcure, a holistic wellness brand from Emcure Pharmaceuticals Ltd., to launch a new campaign titled “So Jao”, aimed at promoting better sleep and everyday well-being.
The collaboration focuses on Arth’s latest offering, Sleep Support Gummies, which combine the benefits of Melatonin, L-theanine, Chamomile, and Passion Flower Extract to support relaxation and improve sleep quality.
The “So Jao” campaign emphasizes the importance of restful sleep as an essential part of holistic health. In the campaign film, Dhoni appears in a calm, relatable avatar, encouraging people to pause, relax, and prioritize quality rest — reminding audiences that “no matter what keeps you up at night, a good night’s sleep is always the better choice.”
Speaking about the association, Namita Thapar, Executive Director of Emcure Pharmaceuticals Ltd., 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 M.S. Dhoni as the face of this thought brings authenticity and calm to the message.”
The campaign comes at a time when sleep deprivation has emerged as a growing health concern. A 2025 study in Scientific Reports (Nature) revealed that Indian adults average just 6.9 hours of total daily sleep, while research in the International Journal of Psychology linked sleep deprivation to reduced cognitive performance and impaired decision-making.
The rise in awareness has also led to a 650% surge in searches for natural “sleep gummies” over the past year, highlighting a growing shift toward non-habit-forming, natural sleep aids.
Formulated and tested in FDA-approved labs in the USA, Arth’s Sleep Support Gummies are 100% vegetarian, low in calories, and contain 5mg of melatonin per serving. The brand’s mission through “So Jao” is to encourage individuals to adopt better sleep habits and embrace rest as an integral part of self-care.
