Wakefit Gets ‘Kumbhkaran’ To Explain Sleep Science In New Campaign, Marketing & Advertising News, ET BrandEquity


A still from the film

D2C sleep and home solutions brand, Wakefit.co, has integrated Kumbhkaran for its 360-degree campaign, #ApprovedByKumbhkaran, in partnership with Spring Marketing Capital.

A journalist searching for the truth, a lab tech explaining the science of sleep and in the midst of it all is the greatest sleep influencer history has ever seen; Kumbhkaran! Wakefit.co unveiled its festive campaign this year, in a video filled with drama, intrigue, humor, sarcasm and most of all love for sleep.

The campaign shows how Wakefit mattresses are #ApprovedByKumbhkaran, and how science, R&D and customer feedback come together to make Wakefit mattresses the most rated and rated mattress online.

As the film progresses, a lab technician, who is a representative of Wakefit, takes the reporter to the Wakefit lab, showcasing the R&D, extensive testing, and confidence in science to create high-quality mattresses. for India. He takes the reporter into a sound asleep Kumbhkaran and shows him the four different types of Wakefit mattresses, while rolling Kumbhkaran around without disturbing him in the least. He claims the mattresses are so good that each one has been tried, tested and #ApprovedByKumbhkaran.

Developed and conceptualized by Spring Marketing Capital, the campaign is an attempt to showcase the science and research that goes into creating Wakefit mattresses, while also highlighting the four varieties of its mattresses. The campaign features Kumbhkaran as the most experienced and influential sleep lover on planet Earth.

The campaign will be scaled up on social media, YouTube, influencers, publishers, markets and more to create visibility.

Chaitanya Ramalingegowda, Co-Founder and Director of Wakefit.co., Said: “With the #ApprovedByKumbhkaran campaign, we wanted to not only inject our usual dose of light humor, but also highlight our R&D capabilities – demonstrating that our mattresses are made with science. Our mattresses are one of the highest rated on the internet, with over 1 Lakh of reviews, and we wanted to show our market leadership through this campaign.

Sandeep Balan, Partner (Branded Content) at Spring Marketing Capital said, “We have always advanced the art and science of sleep with Wakefit. Sleep Internship was our way of celebrating people who value sleep over everything else and making them sleep champions. Kumbhkaran is the most popular sleep celebrity to ever exist and the attempt with the #ApprovedByKumbhkaran campaign is to continue using our brand of humor to be part of the sleep conversations.

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