#Gaddagiri: Wakefit’s wake-up call on sleep deprivation

In its latest campaign, #Gaddagiri, Wakefit.co delves into how sleep deprivation, not personality, often triggers irrational behaviour. The campaign features a brand film that humorously explores how a sleep-starved mind can hijack even the most sensible people, causing them to act in ways they otherwise wouldn’t. 

The first film in the series showcases a fictional ‘leaked’ interview between a high-profile CEO and an enthusiastic job candidate. As the story unfolds, the CEO—clearly deprived of sleep—starts making bizarre comments, turning a regular interview into a comedic disaster.

The tagline, ‘Lafda tab hota hai, jab tum barabar nahi sota’ (Trouble happens when you don't sleep properly), captures the heart of the campaign: people aren’t the problem; sleeplessness is.

Explaining the core insight of the campaign Kunal Dubey, chief marketing officer of Wakefit.co said, “We believe that poor decisions don’t stem from bad intentions but from an exhausted mind. Sleep deprivation often transforms rational individuals into their worst selves, impacting relationships, careers, and even society at large. Through #Gaddagiri, we’ve used humour to unpack this serious issue and show how quality sleep can prevent such outcomes. Our mission is simple: to help people sleep better so they can live better—and make decisions they won’t regret.”

With the campaign, the D2C brand encourages people to prioritise rest and invest in solutions like a comfortable mattress. Whether it’s CEOs making high-stakes calls or everyday individuals managing life’s complexities, Wakefit believes that good sleep can lead to better decisions.

Campaign’s take: In its latest campaign, Wakefit.co flips the narrative on irrational behaviour, blaming not bad intentions but bad sleep for poor decisions. The ad film humorously portrays how sleep-starved minds can turn everyday scenarios into chaotic ‘lafdas’. Whether it’s a high-powered CEO botching an interview with absurd remarks, (a subtle jab at Zomato chief’s, Deepinder Goyal’s recent statement of recruiting a chief of staff and asking them to pay the food aggregator platform), or someone overreacting to minor inconveniences, the campaign cleverly reframes bad judgment as the natural byproduct of a tired brain.

With the tagline, ‘Lafda tab hota hai, jab tum barabar nahi sota’, Wakefit drives home the idea that quality sleep is essential for rational thinking. By blending relatable scenarios with a light-hearted tone and pop-culture nods, the brand transforms a serious topic into an engaging message.

Poor sleep makes good people their worst selves. The campaign doesn’t just entertain—it educates, urging audiences to prioritise rest and invest in better sleep solutions, like Wakefit mattresses.

 

Source:

Campaign India

Topics

• wakefitco
• kunal dubey
• sleep deprivation
• humour

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