New Delhi:Arth by Emcure, a wellness brand from Emcure Pharmaceuticals, has partnered with former Indian cricket captain MS Dhoni for its new campaign titled "So Jao", aimed at raising awareness about the importance of sleep and holistic well-being. The campaign underscores the critical role of rest in maintaining both physical and mental health, at a time when sleep deprivation is emerging as a widespread concern among working professionals and youth. Through this initiative, Arth by Emcure seeks to highlight how quality sleep contributes to productivity, emotional balance, and overall vitality. As part of the campaign film, M.S. Dhoni appears in a relatable, calming setup, encouraging people to “slow down” and give their bodies the rest they deserve for better focus and health. Namita Thapar, Executive Director of Emcure Pharmaceuticals, said, “We are thrilled to have M.S. Dhoni join hands with Arth by Emcure in our latest campaign, So Jao. Arth has always been about holistic well-being, and sleep plays a pivotal role in it. M.S. Dhoni, with his calm demeanour and focus, perfectly embodies the message we wish to share with this campaign – the importance of rest in achieving balance and wellness.” The campaign also draws attention to global and national research findings on sleep health. A 2025 study published in Scientific Reports (Nature) found that Indian adults average around 6.9 hours of total daily sleep, including 6.4 hours at night—well below the recommended duration. Another study in the International Journal of Psychology (2025) links sleep deprivation to reduced attention, memory, and decision-making capabilities. Market data reflect a sharp rise in awareness around sleep wellness. Online searches for “sleep gummies” reportedly increased by over 650% in the past year, indicating growing public interest in non-habit-forming, natural sleep aids such as melatonin, magnesium, and herbal formulations. The Arth by Emcure range includes Sleep Support Gummies, made with melatonin, L-theanine, chamomile, and passion flower extract, designed to support relaxation and healthy sleep cycles. These products are manufactured in FDA-approved facilities and adhere to strict quality standards. The “So Jao” campaign continues Arth by Emcure’s mission of fostering awareness about simple, science-backed lifestyle choices that promote mental calm, physical recovery, and overall well-being.