The Sleep Company Announces Anil Kapoor as First-Ever Brand Ambassador

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Pioneers of the sleep-tech movement in the country as well as Asia’s first and only grid-based mattress makers, The Sleep Company has introduced Bollywood megastar Anil Kapoor as its first-ever official brand ambassador.

With an aim to elevate the sleep experience of customers across the country, the D2C sleep solutions brand looks to amplify its national presence through a slew of digital campaigns, which will be headlined by Anil Kapoor. His dynamic personality and active lifestyle make him the perfect fit for The Sleep Company, which believes that the start to a healthy lifestyle begins with sound sleep.

The Sleep Company has been pioneering innovation in the comfort and sleep solutions market, charting out a transformative path with sleep science at the core of its innovations. Building on that base of scientific invention, the company offers premium products that are based on its revolutionary, patented Super Stretchy Smart Grid.

Through its availability at the digital marketplace (Amazon and Flipkart), the company has received a fair share of attention and success. However, with this association, the brand now vies for a slice of India’s mainstream market with heightened brand awareness and visibility for its Smart Grid technology.

Speaking on the association, Anil Kapoor, Ace Actor & Brand Ambassador, The Sleep Company, said, “If the last year and a half has taught us anything it’s that we need to take care of our physical and mental wellbeing, with sleep being critical to that self-care. It’s important for me to be able to believe in a brand first, before endorsing it and The Sleep Company is one such brand that I have full confidence in. I am excited to be associated with the brand and as a customer first, I can, without a doubt say that their patented Smart Grid mattress is truly a Eureka moment in sleep and comfort solutions.”

Commenting on this exciting brand update, Priyanka Salot, Founder, The Sleep Company, stated, “Having Anil Kapoor on board with The Sleep Company as brand ambassador is an absolute dream. His personality and lifestyle completely resonate with our product and we are thrilled to extend our relationship with him from customer to now, the face of the brand. Our products are targeted towards the conscious buyer, those who do not want to compromise on quality and look for something that adds value to their lives. With this association, we hope to leverage his unique brand of fun, quirk, and class to further amplify The Sleep Company’s unique value proposition and technology.”

The association will begin with Anil Kapoor featuring in a slew of collaterals as well as ongoing digital campaigns. This announcement comes after the brand’s recent funding, which saw fresh capital of about Rs 13.4 crore funneled into the startup, part of which will go towards investments in the brand.

This Independence Day, #MoveForGood with ‘Sunfeast India Move As One’, Registrations open till 13 September 2021: Procam International

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The annual citizen-led movement will support children in distress, especially those affected by the COVID-19 pandemic
Sporting icon Haile Gebrselassie urges citizens to make their activity count.
“Move through Time and let’s Change the Time. The World Runs to make Life a Celebration”,

says Gurudev Sri Sri Ravi Shankar

MUMBAI, India, July 30, 2021 /PRNewswire/ – ‘Sunfeast India Move As One’ (erstwhile Sunfeast India Run as One) was launched in 2020 as a ﬁrst-of-its-kind citizen-led digital participatory movement in support of a cause; the ﬁrst edition was dedicated to support the vulnerable sections of society, who had lost their livelihoods due to the COVID -19 pandemic.

Envisioned by leading sports IP creator Procam International, powered by the nation’s most trusted giving platform Give India, championed by ITC’ s Sunfeast, one of India’s leading biscuits brand and, strengthened by the Fit India Movement; the initiative will showcase the power of the collective.

Choose to Walk, Run, cycle use a wheelchair, treadmill or a stationary bike

Donate & fundraise further for the chosen NGO on GiveIndia.org

Sunfeast continues to share the vision as the title sponsor

Art of Living to reinforce the movement as Value Partner

Supported by ASICS, FAST&UP, PhonePe, Republic TV, Fever FM & Radio One and E4M & BW

Last year, in a milestone achievement, 100+ NGOs registered for the event. Citizens from all walks of life, raised INR 1.56 crores in support of livelihoods lost and clocked over 4 lakh km. As India continues its ﬁght with the virus, the pandemic has disrupted the lives of countless children; denying them of the most essential elements of their childhood - education, medical care, and holistic development (social and spiritual).

Cause In focus - Providing Children, Hope for their Future

In its second edition, ‘Sunfeast India Move As One’ will strive towards supporting children in distress affected by the pandemic with a focus on - education including academic support, career guidance and skill-building, nutrition and hygiene requirements, healthcare and provision of child protection and psychosocial support that will allow children to cope with the complexities around them.

Multiple activities for participation and easy registration for ‘Sunfeast India Move As One’ encourage citizens to run, walk, jog, cycle, use a wheelchair, treadmill, or stationary bike to pledge a distance and commit a positive action for themselves, while making a difference to a child’s future impacted by the pandemic.

With no geographical or physical barriers, people from any part of the world can show solidarity by participating in an activity of their choice, indoors or outdoors.(Participants are urged to follow COVID guidelines issued by their respective state and centre while ensuing their daily activities) A simple act of registration at INR 149, will contribute to a child’s future.

INR 50 from every registration will go directly towards NGOs supporting causes empanelled with GiveIndia for ‘Sunfeast India Move As One’. INR 99 from the registration fee will ensure each participant is celebrated for their active participation efforts with gratiﬁcations such as a personalised e-bib, e-medal, e-certiﬁcate and leaderboard positions.

Individual participants, groups, educational institutions and corporates have the opportunity to magnify their impact,by choosing to add a top-up donation or fundraise to the NGO of their choice where the entire top up amount will go towards charity. Corporates can engage with their employees and motivate them to take up an activity for a cause - encouraging virtual volunteering, thereby fulﬁlling theCorporate’s HR and CSR objectives.

Registrations begin from 28th July - 13th Sep 2021. The movement will commence on 15th Aug 2021 and continue till 15th Sep 2021. Participants will have the opportunity to fundraise until 30th Sep 2021. For more details log on to: sunfeastindiamoveasone.procam.in

The sporting icon, ‘King’ Haile Gebrselassie has lent his support to the movement as its ambassador and urged citizens to join and make their activity count. “In India, I have always been received with so much warmth and hospitality and it saddens me when I see the impact of the COVID- 19 pandemic on millions of people and children. Sport has the power to bring communities together like no other. We all can create an impact in our way and a platform like the ‘Sunfeast India Move As One’, allows us to be ﬁt and healthy and make an actual difference in the lives of many children. Run, walk, jog or cycle - choose what suits you best and register now for the ‘Sunfeast India Move as One’.”

GiveIndia, will continue to be the philanthropic gateway for the movement and coordinate with 70+ children speciﬁc NGO’s, falling under the four macro verticals mentioned above. These NGO’s will beneﬁt from the movement anddeliver at the last mile.

Commenting onthe association, Sumit Tayal, COO, GiveIndia, stated, “We are proud to continue our association with Procam International as they launch ‘Sunfeast India Move As One’, the second edition of the ﬁrst-of-its-kind virtual initiative. After the country has faced the deadly devastation of COVID’s second wave, what has emerged as a need of the hour is the plight of our children. Many have lost both or a single parent to COVID, those already on the streets or belonging to low-income families have been ﬁghting hunger and malnutrition. This year ‘Sunfeast India Move As One’ aims to pave a brighter tomorrow for India’s children. We are humbled to be in this ﬁght together, through this inclusive edition of ‘Sunfeast India Move As One’.”

Sharing the vision and passion for this initiative, one of India’s leading biscuits and cakes brand,

Sunfeast will continue to champion this social impact movement.

Talking about Sunfeast’s efforts, Ali Harris Shere, Chief Operating ofﬁcer, biscuits and cakes cluster, Foods Division, ITC Limited, said, “At ITC Ltd, we are committed towards delivering exemplary sustainability initiatives which create meaningful social impact. We see ‘Sunfeast India Move As One’ as an important extension of our role as a responsible corporate citizen of this nation. Through our partnership with Procam International, we hope to leverage the power of everyday moments to empower the children of our country.”

With the belief of Vasudhaiva Kutumbakam’, One world family, where each one opens up their hearts for everyone else, just like they would for their loved ones, the humanitarian organization The Art of Living (AOL) Foundation has joined hands as a Value Partner. The Art of Living Foundation has been working with a vision of individual and social upliftment in society and grassroots initiatives towards children’s welfare, to give a better life, a better tomorrow. AOL will engage and inspire people from across the globe to join ‘Sunfeast India Move As One’, for children causes supported by International Association For Humanvalues (IAHV)

Leading from the front, Gurudev Sri Sri Ravi Shankar signed up as the ﬁrst participant for ‘Sunfeast India Move As One’. In his message to the citizensof the world, he stated,“Move through Time and let’s Change the Time. The World Runs to make Life a Celebration!”

Designed to beneﬁt the society via Social Impact, Community and Wellness, the movement will gather momentum with its association with the Fit India Movement.

Commenting on the partnership between FIT India movement and ‘Sunfeast India Move As One’ movement, Ekta Vishnoi, IRS Mission Director - FIT India, said, “It is said that one run can change your day and many runs can change your life. I would like to add that if a run is associated with a cause, that will change not only your life but others’ lives too. We are very happy that Procam International is organizing the second edition of the ‘Sunfeast India Move As One’ with the noble cause of supporting our children, who have been hit hard during the pandemic. The FIT India movement was associated with last year’s edition of the Sunfeast India Run As One and we are very happy to be associated with this year’s edition of the ‘Sunfeast India Move As One’ as well.

A new initiative this year, Smile Heroes is an opportunity for leaders to give a clarion call for all, to join them and inspire others to raise funds for a cause they care about. An individual has a minimum fundraising target of Rs 10,000. Every individual here is a game-changer and will be acknowledged via an array of gratiﬁcations. For this edition, actor and social activist Rahul Bose, Tara Sharma, Priya Dutt and Rhea Pillai are on-board and have started their campaign.

Speaking about the ‘Sunfeast India Move As One’, Priya Dutt, Politician and Social-Worker, said, “We’ve been working tirelessly on-ground through the pandemic and we have seen how the pandemic has impacted the children the worst and we have seen being impacted in various ways. Therefore, it’s great that the ‘Sunfeast India Move As One’ is giving the necessary focus to the children and I am glad to be a part of this movement and do my bit.”

Commenting on the ‘Sunfeast India Move As One’, Tara Sharma, Actor and a Smile Heroes Activist, said, “The vast majority of the children in our country have no access or very limited access to any education so it’s very imperative that kids are brought to the forefront and therefore it’s wonderful that the ‘Sunfeast India Move As One’ movement is doing that.”

The success of ‘Sunfeast India Move As One’ is cemented by the supportit garners from its partnersand sponsors. Global sports brand ASICS is built on the fundamental - ‘A Sound Mind in a Sound Body’. With this ethos at its core, for the ﬁrst time, ASICS joins ‘Sunfeast India Move As One’ to encourage people to lead a healthy and fulﬁlling life. The movement will garner support from world- class ASICS athletes - Sakshi Malik, Bhuvneshwar Kumar, Rohan Bopanna, and T Gopi as they cheer citizens to join thismovement.

Spearheading the nutrition revolution in India with its wide range of Products, FAST&UP is excited to partner ‘Sunfeast India Move As One’ to help build ﬁtness and create the community to be happier, healthier and stronger. Even though we are distanced, we can still move as one. Looking forward to uplifting the community spirit and uniting in our ﬁght against this pandemic.

PhonePe, India’s largest digital payments platform with over 307 million registered users will partner ‘Sunfeast India Move As One’ for the second consecutive year and help reach the movement pan India. PhonePe is accepted at over 20 million merchant outlets across 12,000 towns and 4,000 talukas nationally.

In addition to this, ‘Sunfeast India Move As One’ will be supported by some of the most respected media houses, who will take this message to our citizens - Republic TV, R.Bharat, FeverFM & RadioOne and Exchange4Media and BW Businessworld.

Vivek and Anil Singh, Promoters, Procam International concluded, “The year 2020 was a challenging one for us all. However, what we will remember is how we came together; with our hearts beating as one, for those in need. As we continue to ﬁght the effects of the pandemic, our children are at the risk of being among the biggest victims involving a lasting impact. We empathize and in our small we will strive to restore their smile, their self-conﬁdence, and their belief. We have been blessed with support from our visionary sponsors & partners and the community to strengthen this movement. This year at ‘Sunfeast India Move As One’, we urge everyone to move as one, not just for self, but for a child’s education, nutrition, health, and well-being.”

** Please note that the press event was conductedin a digital environment in compliance with themandatorygovernmentregulations.

For more information please log onto:

https://www.facebook.com/IndiaMoveAsOne

instagram.com/IndiaMoveAsOne

twitter.com/IndiaMoveAsOne

About GiveIndia

GiveIndia exists to alleviate poverty by enabling the world to give. Established in 2000, we are the largest and the most trusted giving platform in India today. We enable individuals and organisations to raise and donate funds conveniently to a cause they care about,with offerings including crowdfunding, corporate giving,cause marketing and philanthropy consulting. Our communityof 2 million+ donors and 250+ partnershave supported 2,000+ veriﬁed non-proﬁts, serving15 million+ peopleacross the country.

About ITCFoods: A Division of ITC Limited

ITC’s branded packaged foods business is one of the fastest growing foods businesses and the one of the largest foods company in India; driven by market standing and consumer franchise of its popular brands - Aashirvaad, Sunfeast, Bingo!, Yippee!,Kitchens of India,B Natural, Mint-o,Candyman, Fabelle, Sunbeanand GumOn. The Foods business is today represented in multiple categories in the market - Staples, Spices, Ready-to-Eat, Snack Foods, Bakery& Confectionery and Juices & Beverages.

ITC’s Foods brandsdelight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC’s in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes,agri-sourcing & packaging strengths, and an unmatched distribution network.

ITC’s uncompromising commitment to the health and safety of its consumers ensures adherence to the highestlevels of quality, safety and hygiene standards in the manufacturing processes and in its supplychain. Going beyond process control,ITC ensures that quality standardsare stringently adheredto while choosingingredients that go into the preparation of its food products.

The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulﬁl its aspiration of being the most trusted provider of branded packaged foods in the country.ITC’s Foods businessalso exports its products to the key geographies of North America,Africa, Middle East and Australia.

About Procam International

Since its inception in 1988, Procam International has been the driving force behind the growth and development of sports management in India. Envisioned by founders Anil and Vivek Singh, Procam, is one of the leading companies in holistic sportsmanagement, sports consultancy, and live television production.

Pioneers of the distance running movement in India, Procam International’s Big 4 -Tata Mumbai Marathon,Airtel Delhi Half Marathon, Tata Consultancy Services World 10K and Tata Steel Kolkata 25 K are global leaders in their respective distances. These events have been watershed developments in India’s ‘participative sport’ landscape. They have ushered in a running revolution, that has helped to re-deﬁne, the health,ﬁtness and charityparadigm of our country.

Logo : https://mma.prnewswire.com/media/1584219/Sunfeast_India_Move_As_One_2021_Logo.jpg

SOURCE Procam International

Gold medallist Haile Gebrselassie joins Sunfeast India Move As One Movement

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The Sunfeast India Move As One (erstwhile Sunfeast India Run as One) in its second edition this year will strive towards supporting children in distress affected by the pandemic with a focus on – education including academic support, career guidance and skill-building, nutrition and hygiene requirements, healthcare and provision of child protection and psychosocial support that allow children to cope with the complexities around them.Also Read - HC say ’no’ to Kejriwal plea seeking stay of defamation case

The sporting icon ‘King’ Haile Gebrselassie, who has won two Olympic Gold Medals (10000m event), four World Championships Gold Medals (10000m event) and has 27 World Records in distance running to his name, has lent his support to the movement as its ambassador and urged citizens to join and make a difference. Also Read - Athletics legend Tergat to vie for post of Kenya’s Olympic chief

“In India, I have always been received with so much warmth and hospitality and it saddens me when I see the impact of the Covid-19 pandemic on millions of people and children in India. Sport has the power to bring communities together like no other. Also Read - Haile Gebrselassie, Sachin Tendulkar to flag off Sunday’s IDBI marathon

We all can create an impact in our way and a platform like the Sunfeast India Move As One, allows us to be fit and healthy and make an actual difference in the lives of many children. Run, walk, jog or cycle – choose what suits you best and register now for the Sunfeast India Move as One,” said Gebrselassie in an official release.

Envisioned by leading sports IP creator Procam International, powered by the nation’s most trusted giving platform GiveIndia, championed by one of India’s largest food company ITC’s Sunfeast Biscuits and, strengthened by the Fit India Movement; the initiative will showcase the power of the collective.

As India continues its fight with the virus, the pandemic has disrupted the lives of countless children; denying them of the most essential elements of their childhood- education, medical care, and holistic development (social and spiritual).

With The Inputs From ANI