Arth by Emcure has announced its collaboration with cricket veteran M.S. Dhoni to promote its offering, Arth Sleep Support Gummies. 

The partnership launched the wellness brand’s new campaign, ‘So Jao’, (Go to sleep), conceptualised and executed by Daftar Creative Room, which highlights it’s mission to prioritise peaceful sleep, helping people rejuvenate, restore balance, and support overall well-being. 

Known for his calm and composed demeanour on-field, Dhoni perfectly embodies Arth’s values of harmony, resilience, and mindful living, according to the brand. The campaign encourages individuals to slow down, relax, and prioritise quality rest in their daily routine. 

Rooted in the belief that true wellness begins with balance, the campaign takes a light-hearted yet meaningful approach to remind people about one of the most underrated acts of self-care: sleep. In the film, he encourages everyone to pause, breathe, and simply 'sleep', stressing that no matter what keeps one up at night, a good night’s sleep is always the better choice and solution to most problems.

 

 

 

 

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Namita Thapar, executive director, Emcure Pharmaceuticals, 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.”

Sleep has emerged as a new health crisis, posing serious risks to both physical and mental well-being, according to the brand. Peer reviewed study published in Scientific Reports (Nature, 2025) found that Indian adults average about 6.9 hours of total daily sleep, including 6.4 hours of nighttime sleep, highlighting widespread short sleep durations, it stated.