Scintillating Bollywood actress Vidya Balan has a new role - that of brand ambassador for the sleep awareness month of March. The awareness month aims to sensitise people about sleep disorders, the symptoms of which are often ignored but are nevertheless a serious health condition.

Primarily related to one's lifestyle, sleep disorders are increasingly becoming common among urban Indians. Therefore, the need for regular check-ups.

"In our busy lives, we do not pay much attention to sleep or the lack of it. Getting a good night's sleep is as important as having your daily dose of vitamins. In case you are facing irregular sleep habits, it is important to approach your local doctor for a check-up, " Balan said.

The sleep awareness month will see Indian Sleep Disorders Association (ISDA) and pharmaceutical company Abbott India organise various awareness programmes, including camps, with healthcare professionals who are experts in the field of insomnia and other sleep-related issues in metros and smaller cities across India.

One such camp for increasing sleep awareness was held at the Ram Manohar Lohia (RML) Hospital here Saturday.

According to experts, one in every three Indians suffer from insomnia or some other form of sleep disorder.

J.C. Suri, president of Indian Sleep Disorders Association, said: "The importance of sleep can be seen from the fact that people spend about one-third of their lifespan sleeping. However, increasing competition at the workplace, hectic lifestyle and stress have resulted in a higher incidence of sleep-related disorders, especially among urban Indians."

"It is important to create awareness about sleep disorders so that people recognise not only the symptoms but also understand that it is a treatable condition, " he added in a statement.