M.S. Dhoni Joins Hands with Arth by Emcure to Launch “So Jao” – A Campaign Promoting Better Sleep and Everyday Well-Being
Mumbai, 24th October, 2025: Arth by Emcure, a holistic wellness brand dedicated to blending science with nature, has announced its latest collaboration with cricket legend M.S. Dhoni to promote its offering, Arth Sleep Support Gummies. The partnership launches the brand’s new campaign, ‘So Jao’, conceptualised and executed by Daftar Creative Room, which highlights Arth’s mission to prioritize 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 prioritize quality rest in their daily routine.
Known for his calm and composed demeanor, M.S. 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. A 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% 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.
Formulated with Melatonin, L-theanine, Chamomile & Passionfruit 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% vegetarian and contains 5mg melatonin per serving, with minimal calories.
The “So Jao” campaign reflects the brand’s motto and purpose, encouraging people to prioritize restful, quality sleep as part of a balanced lifestyle that promotes relaxation, rejuvenation, and overall well-being
