National, November 20, 2018
Sleep and laughter, these are considered the two essential ingredients for a long and full life. Wakefit, India’s leading mattress and sleep-related products innovator, brings these two elements of life together in its latest campaign along with popular stand-up comic Rahul Dua of Comicstaan fame. The quirky, unique video campaign highlights the negative impact modern lifestyle has on our slumber, apart from highlighting the benefit of Wakefit’s memory foam based mattresses in getting you that perfect nap you were longing for.
Wakefit, arguably pioneers in India’s sleep solutions landscape, recently concluded recording the Great Indian Sleep Scorecard 2018, an exhaustive survey conducted across the top 7 cities of India from over 7500 respondents -Bangalore, Delhi, Gurugram, Hyderabad, Mumbai, Chennai, Kolkata- and other regions, gathering the factors that are wrong in the way Indians sleep, thus impacting their lives. The survey revealed that a whopping 31% of people get less than 7 hours of sleep, being kept up by smartphones, work, social media or just worrying about the future! This leads to 32% Indians waking up feeling tired, irregular sleeping patterns not aligned with circadian rhythms, to 17% even believing they have insomnia! 89% have disturbed sleep, having woken up 1-2 times every night and 49% feeling that a better mattress will improve their quality of sleep dramatically.
These results provide the groundwork for the campaign, which sees an overworked and under-rested Rahul Dua, representing the everyday modern Indian, complaining about how his hectic lifestyle has not allowed him to have a good nap in ages. Moreover, what little sleep he gets is interrupted by his mattress, which after years of trusted service, cannot take the burden of spilled dal and stubbed out cigarettes anymore and is finally giving up. Rahul Dua’s uncanny, highly energetic and passionate plea brings out the desperate need for Indians today to have an uninterrupted snooze time. This is when he is introduced to Wakefit’s specially designed, memory foam based mattresses, and the rest is his story of getting the perfect slumber!
Commenting on the campaign, Chaitanya Ramalingegowda, Co-Founder, Wakefit, said, “The Great Indian Sleep Scorecard 2018 essentially revealed a simple but disturbing fact– we as a nation are not sleeping well, or enough. 80% Indians feel sleepy at work 1-3 times a week, 48% people feel they have developed back problems due to problems in the sleeping posture or the mattress, and 27% of under 18 year olds get only 6 hours of sleep at the most, that too in their crucial growing up years. The latest campaign with Rahul wraps all of these facets in a funny video campaign with him epitomizing today’s Indian who is suffering from lack of sleep. The narrative and structure of the storyline is unique, and the added talent of India’s top comic star such as Rahul Dua has transformed the campaign into what we believe to be an extremely appealing way of talking about the problem of lack of sleep we are facing as a nation in a manner that resonates with our target customers.”
The campaign also highlights the various features of Wakefit’s mattresses. Apart from its innovative memory foam that quickly supports and contours itself according to the users’ body shape, Wakefit’s orthopedic mattresses are also available with an astounding industry-best 20 year warranty! Furthermore, the organization also offers 100 nights risk-free trial with 100% refund, free doorstep delivery and to top it all, financing in the form of No Cost EMI.
In a country where purchasing a mattress is arguably a once-in-a-lifetime act, Wakefit’s mattresses have reported a sale of over 1.5 lac units till now serving over 90,000 customers! It is India’s leading online mattress company on Amazon and Flipkart, and according to an ET Now report quoting Amazon executives, has generated a 10X growth rate on Amazon. It also holds the unique honour of organizing a campaign to send a mattress with messages from thousands of Indians to our honourable PM Shri Narendra Modi, urging him to focus on taking ample rest as he is famously known to be a great workaholic.
It is the only Indian mattress brand that has its complete setup in India and utilizes the best domestic resources to manufacture high quality products, empowering Indian communities& being part of the Make in India initiative in the process. As expressed by founders Ankit Garg and Chaitanya Ramalingegowda, Wakefit’s vision is to democratize sleep for everybody by offering the best quality mattress at pocket-friendly prices and great features, helping India to collectively sleep well, so that we dream big and wake up energized to turn them into a beautiful reality.
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