Sleep First, Work Later: Wakefit Takes a Dig at Zomato's Job Listing
Sleep-deprived decisions? Wakefit's new campaign uses humor to highlight the importance of a good night's sleep.
Deepanjali
Mattress brand Wakefit is taking a playful jab at a recent job listing that went viral. The listing, posted by Zomato founder Deepinder Goyal, offered the position of Chief of Staff (COS) with an unusual twist: candidates would need to pay ₹20 lakh upfront instead of receiving a salary in the first year.
Goyal's unconventional approach sparked a firestorm of discussion online. While some saw it as an innovative way to attract highly motivated individuals, others criticized it as exploitative.
Capitalizing on the buzz, Wakefit launched a campaign titled #Gaddagiri (meaning "mess" or "trouble" in Hindi). The campaign playfully satirizes the outlandish demands listed in the Zomato job description, which included qualities like "hungry for success," "humble," "exceptional communication skills," and a "PhD in curiosity."
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Wakefit's ad uses humor to highlight the importance of quality sleep. The tagline, "Lafda tab hota hai, jab tum barabar nahi sota" (trouble arises when you don't get enough sleep), cleverly connects the lack of sleep to poor decision-making.
Kunal Dubey, Wakefit's chief marketing officer, explains the campaign's message: "We believe that poor decisions often come from an exhausted mind, not bad intentions. Sleep deprivation can negatively impact relationships, careers, and even society as a whole. Through #Gaddagiri, we're using humor to address the serious issue of sleep deprivation and encourage people to prioritize sleep for better decision-making."
