Arth by Emcure, a wellness-focused brand from Emcure Pharmaceuticals, has announced its collaboration with former Indian cricket captain M.S. Dhoni to promote its latest product, the Arth Sleep Support Gummies. The association marks the launch of the brand’s new campaign titled ‘So Jao’, conceptualised by Daftar Creative Room. The campaign emphasizes the importance of adequate sleep as a cornerstone of physical and mental health.
The initiative blends Dhoni’s calm public persona with Arth’s message of mindfulness and balance. The ‘So Jao’ campaign uses a relatable narrative to underline that restful sleep is not just a luxury but a vital act of self-care in a fast-paced world. Through this campaign, Arth seeks to encourage individuals to slow down, unwind, and prioritize rest as a daily wellness routine.
As part of the campaign, Dhoni is seen in a casual and approachable setting, embodying the message of balance and relaxation. With his association, the brand aims to appeal to both health-conscious consumers and sports enthusiasts who associate Dhoni with composure, resilience, and mental strength.
Rest as an Act of Self-Care
In her remarks on the launch, Namita Thapar, Executive Director of Emcure Pharmaceuticals, said that the collaboration aims to align modern wellness approaches with scientifically-supported habits. “Wellness begins with balance, and sleep plays a central role in that journey,” she explained, adding that the campaign aspires to remind people that rest is equally an act of self-care. She noted that Dhoni’s involvement lends credibility and calmness to the initiative’s message.
According to Thapar, the Arth Sleep Support Gummies have been designed with ingredients that promote relaxation and assist in natural sleep cycles. The nutraceutical formulation combines melatonin with plant-based extracts, offering what the company calls a “non-habit-forming” support for better rest. The company says the gummies are vegetarian, tested in FDA-approved facilities, and contain 5 mg of melatonin per serving.
The campaign arrives at a time when inadequate sleep is increasingly recognized as a health challenge. Studies have shown that Indians, on average, sleep fewer hours than recommended for optimal health. Public health experts warn that this growing sleep deficit can impact productivity, immunity, and emotional stability, making the focus on restorative sleep particularly timely.
India’s Growing Sleep Deficit
A recent 2025 study published in Scientific Reports (Nature) found that Indian adults average around 6.9 hours of total daily sleep, with nighttime sleep averaging only 6.4 hours. Experts consider this below the ideal threshold of 7–9 hours. Research from the International Journal of Psychology (2025) further suggests that chronic sleep deprivation can impair cognitive functioning, including attention, memory, and decision-making.
The growing concern has translated into consumer demand for accessible wellness solutions. Search volumes for “sleep gummies” have reportedly increased by over 650% in the last year. This trend aligns with a broader shift toward natural, non-addictive supplements such as melatonin, chamomile, and L-theanine — ingredients that have long been studied for their potential to support relaxation and improved sleep quality.
In this context, Arth by Emcure’s entry into the sleep wellness category signals the company’s intent to engage with evolving consumer lifestyles. Sleep supplements, once a niche product, are now gaining mainstream acceptance as part of a holistic approach to health. While experts continue to emphasize lifestyle and behavioral changes — such as limiting screen time and maintaining consistent sleep schedules — interest in nutritional aids continues to grow.
About the Brand
Arth by Emcure, founded under the leadership of Namita Thapar, positions itself as a brand that integrates scientific research with natural wellness practices. The company states that its mission is to help individuals achieve a balanced state of mind, body, and spirit through thoughtfully formulated products. Arth’s product line includes supplements aimed at supporting immunity, gut health, and now sleep wellness.
Emcure Pharmaceuticals, its parent company, is a Pune-based pharmaceutical leader with operations across various therapy areas. Known for its focus on innovation, quality assurance, and healthcare accessibility, Emcure has expanded from core pharmaceuticals into nutraceutical and wellness segments through brands like Arth. The company views this diversification as a response to the growing recognition of preventive and holistic health.
With the ‘So Jao’ campaign, Arth by Emcure hopes to not only market its new sleep-support offering but also contribute to a broader public dialogue about the importance of rest. By combining celebrity influence with evidence-based wellness messaging, the initiative seeks to bridge the gap between awareness and action — encouraging individuals to reclaim sleep as a vital part of a balanced, healthy life.
