Copyright healthcareradius
Arth by Emcure, a holistic wellness brand dedicated to blending science with nature, has announced its latest collaboration with cricketer MS Dhoni to promote its offering, Arth Sleep Support Gummies. The partnership launches the brand’s new campaign, “So Jao”, which highlights Arth’s mission to prioritise peaceful sleep, helping people rejuvenate, restore balance and support overall well-being. Rooted in the belief that true wellness begins with balance, “So Jao” takes a light-hearted yet meaningful approach to remind people about one of the most underrated acts of self-care, SLEEP. The campaign encourages individuals to slow down, relax and prioritise quality rest in their daily routine. Known for his calm and composed demeanour, MS Dhoni perfectly embodies Arth’s values of harmony, resilience, and mindful living. In the campaign film, he appears in a refreshing and relatable avatar, encouraging everyone to pause, breathe and simply So Jao. Because no matter what keeps you up at night, a good night’s sleep is always the better choice. Speaking about the collaboration, 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 M.S. 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. 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. Research published in the International Journal of Psychology (2025) revealed that sleep deprivation negatively impacts cognitive functions such as attention, memory, and decision-making. Interest in “sleep gummies” has surged, with search volume increasing by 650 per cent over the past year. The study highlights a growing shift toward natural, non-habit-forming sleep aids such as melatonin and magnesium, which are increasingly being incorporated into nightly wellness routines to support better sleep. As a result, sleep supplements are increasingly being integrated into daily wellness routines to promote better sleep. Formulated with Melatonin, L-theanine, Chamomile & Passion Flower Extract, the Arth Sleep Support Gummies are designed to aid sleep and relaxation. Each gummy is made with selected ingredients and tested for quality in FDA-approved labs in the USA. It’s 100 per cent vegetarian and contains 5mg melatonin per serving, with minimal calories. Also Read: Emcure Pharma and Sanofi India collaborate for diabetes drug distribution The “So Jao” campaign reflects the brand’s motto and purpose, encouraging people to prioritise restful, quality sleep as part of a balanced lifestyle that promotes relaxation, rejuvenation, and overall well-being.
