Mumbai: Arth by Emcure, the holistic wellness brand from Emcure Pharmaceuticals, has announced a collaboration with cricket legend M S Dhoni to unveil its latest initiative, the “So Jao” campaign.
The campaign aims to promote quality sleep and overall well-being through Arth by Emcure’s Sleep Support Gummies.
Blending science with nature, Arth by Emcure focuses on restoring physical and emotional balance. The “So Jao” campaign highlights sleep as a foundational element of wellness, encouraging people to slow down, relax, and prioritize rest in their daily routines.
Arth by Emcure Launches “So Jao” to Reinforce the Importance of Sleep
Reflecting the brand’s philosophy of mindfulness and harmony, M.S. Dhoni appears in a relatable new avatar, urging audiences to pause and “simply So Jao.” His association adds authenticity and calmness to the campaign’s message.
Speaking about the collaboration, Namita Thapar, Executive Director, 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 an act of self-care. Having M.S. Dhoni as the face of this thought brings authenticity and calm to the message.”
She added that Arth by Emcure aims to help individuals improve their sleep quality through well-designed nutraceuticals while supporting holistic wellness.
Sleep Deprivation: India’s Emerging Health Challenge
According to a Scientific Reports (Nature, 2025) study, Indian adults average only 6.9 hours of daily sleep, including 6.4 hours of nighttime rest, reflecting widespread sleep insufficiency. Another International Journal of Psychology (2025) study linked sleep deprivation to reduced cognitive performance, attention, and decision-making abilities.
With growing awareness, interest in “sleep gummies” has surged by 650% over the past year, underscoring a shift toward natural and non-habit-forming sleep aids such as melatonin and magnesium.
Arth Sleep Support Gummies: Science-Backed Formulation for Better Rest
Formulated with Melatonin, L-theanine, Chamomile, and Passion Flower Extract, Arth Sleep Support Gummies are designed to aid relaxation and restful sleep.
Each gummy, tested in FDA-approved labs in the USA, is 100% vegetarian, contains 5mg melatonin per serving, and has minimal calories.
The “So Jao” campaign embodies Arth by Emcure’s mission to make sleep an integral part of modern wellness routines, inspiring people to rejuvenate, restore balance, and embrace better health through rest.
