Cricket legend M.S. Dhoni has partnered with Arth by Emcure, the holistic wellness brand from Emcure Pharmaceuticals Ltd., to launch ‘So Jao’, a campaign that highlights the importance of quality sleep as the foundation of overall well-being.
The initiative marks the launch of Arth Sleep Support Gummies, formulated with Melatonin, L-theanine, Chamomile, and Passion Flower Extract to promote natural relaxation and restful sleep.
Rooted in Arth’s belief that “true wellness begins with balance,” the ‘So Jao’ campaign takes a simple yet meaningful approach — encouraging people to slow down, unwind, and treat sleep as an essential act of self-care.
Known for his calm and balanced personality, Dhoni embodies Arth’s philosophy of mindfulness and harmony. In the campaign film, he appears in a refreshing, down-to-earth avatar urging everyone to “pause, breathe, and simply So Jao.”
Namita Thapar, Executive Director of Emcure Pharmaceuticals Ltd., 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 self-care. Having M.S. Dhoni as the face of this message brings authenticity and calm to our campaign.”
The collaboration comes amid growing concerns over sleep deprivation in India. A 2025 study published in Nature’s Scientific Reports found that Indian adults average only 6.9 hours of total daily sleep, with most getting less than 6.5 hours at night. Another study in the International Journal of Psychology linked poor sleep to reduced focus, memory, and decision-making abilities.
With a 650% surge in searches for “sleep gummies” in the past year, more people are turning to natural, non-habit-forming aids like melatonin and magnesium to improve their sleep cycles.
Tested in FDA-approved labs in the USA, Arth Sleep Support Gummies are 100% vegetarian, low in calories, and contain 5mg of melatonin per serving — designed to help users relax and restore balance naturally.
The ‘So Jao’ campaign reinforces Arth’s mission to blend science and nature, inspiring people to prioritize rest as part of a healthy, balanced lifestyle.
