Most brands today compete for screen time - grabbing eyeballs, boosting engagement, and keeping you hooked.
Wakefit is competing for something rarer: your sleep.
Because in a world of infinite scrolls and binge watching, choosing sleep is radical. And this World Sleep Day, they're making that choice easier 😉💤
Wakefit x Talented.Agency x The New Thing
Creative + Founding member at Talented | Cannes Lions See It Be It 2024 | D&AD Jury | One Club & 3% Movement Next Creative Leader 2021 | Adjunct Faculty @MICA @Miami Ad School | Angry Speaker
A mattress company is taking on an unlikely rival: binge-watching. Inspired by a 2017 joke from a streaming platform co-founder who called "sleep" their biggest competitor, Wakefit is fighting back this World Sleep Day. With 51% of Indians blaming late-night shows for lost sleep and 1 in 3 battling insomnia, it’s memory foam vs. cliffhangers. To lure viewers away from screens, Wakefit is offering up to 55% off mattresses. The goal? Turn "du-dumm" into the sound of India dozing off. his battle might take a few seasons, but Wakefit isn’t cancelling the show anytime soon!
Agency: Talented.Agency & The New Thing
Brand: Wakefit#CampaignSpot
Connect the dots:
2017: Global OTT Streaming company CEO says "Sleep" is their biggest competitor
2024: Said global OTT company is highly profitable (in US$ billions)
2025: 1 in 2 Indians binge watches every night. 1 in 3 Indians is an insomniac
Content streaming algorithms have been weaponized and unleashed on an unsuspecting audience.
It is time we fight back to protect our sleep.
Pick from our recommended list of blockbusters - mattress, pillow, comforter 😴
Unplug content, plug into your pillow.
Forget cliffhangers, choose your dreamland.
#WorldSleepDay#Sleep#RechargeAnkit Garg, Kunal Dubey, Sahil Banga, Riya Amit Roy, Priyam Divgi, Viren Sean Noronha, Srishti Pandey, Neel C.