About:
How to ensure that India repays the sleep debt and inculcate a good sleep habit?
Make India aware of the need for “proper sleep habits”, mind the sleep gap and not fall into a “sleep debt”. Take away the discomfort in having the sleepless culture dialogue to normalise the Indian sleep cycle – Shift the brag quotient to a concern quotient!
Idea/Insight:
When one fails to get the required amount of sleep, one starts to accumulate a sleep debt.
The solution – Encourage India to #TakeBackSleep
Media Mix:
Print, TV, Radio, Digital, Social Media, On ground (Press Conference).
Highlights:
0.1 Million engagement on FB and Instagram
