Wakefit ropes in international stars to break through clutter
While Indian mattress companies typically feature Indian celebrities in their campaigns, Wakefit opted for David Warner. Phalguni Aneja, brand head, explains why.
The four Es in the content marketing playbook of new-age startups
New-age startups have realised the importance of authentic content for their overall marketing strategy. Our guest author decodes the four Es of content marketing.
Mattresses, pills, podcasts: Brands across segments are building the 'sleep economy' with products that promise relief from anxiety
Brands across a variety of categories are selling the promise of sleep, something that's become elusive in a world full of anxiety and stress. All seem to be solving the same problem - 'pandemic sleeplessness'.