Wakefit Wakes Up Marketing: David Warner Takes the Bed

In June 2023, Wakefit, a leading mattress brand, appointed Ayushmann Khurrana as its brand ambassador. Fast forward to June 2024, the company brought in Australian cricketer David Warner for its latest campaign. However, during this period, Wakefit was far from silent.

The Bengaluru-based firm produced numerous content pieces, opting to forego A-list celebrities in favor of creative storytelling. From recreating scenes from The Office to referencing SRK’s iconic 70-minute monologue and collaborating with international content creators, Wakefit maintained a robust online presence. Several of these initiatives gained traction on social media.

Phalguni Aneja, Wakefit’s brand head joined the company five months ago from Cure.fit, discussed the brand's strategy. She emphasized that while Wakefit runs multiple social media campaigns, only those featuring celebrities get widespread traditional media coverage.

Aneja explained that their content-first approach aims to boost brand awareness and affection. She believes quality content naturally proliferates on platforms like Instagram and YouTube. "In an era where creators and influencers dominate social media, brands must offer branded content rather than straightforward ads to stay competitive," she noted.

She further elaborated that viral content increases the likelihood of viewers engaging with product ads, as they feel more inclined to watch them. For major campaigns, Wakefit collaborates with Spring Marketing Capital, while an in-house team manages daily ad efforts.

For the launch of the Wakefit Zense range, the brand featured David Warner as Pushpa Raj, a character from the film Pushpa, whose sequel is due this year. Warner, a Delhi Capitals player and fan of Allu Arjun’s dance steps, brought a unique blend of international appeal and local flavor to the campaign.

Aneja highlighted Warner’s dual appeal: "His ability to engage both Indian and international audiences, combined with the novelty of a non-Indian speaking an Indian language, helps us stand out. Warner’s affinity for Pushpa and his mimicking of Allu Arjun’s dialogues created a natural and engaging connection."

The timing of the ad coincided with the IPL and the ICC Men’s T20 World Cup, further enhancing its relevance. Using an international face like Warner was part of Wakefit’s strategy to break the clutter in a market where many brands align with Indian players or teams.

This wasn’t Wakefit’s first venture with international influencers. In May 2024, they launched a campaign featuring Drew Hicks and Agu Stanley, renowned for their fluent Hindi and humorous videos. According to Aneja, the goal of such content is to spark conversations and engagement. "When foreign influencers speak in Hindi or other Indian languages, it grabs attention. This approach, focusing on influencers who communicate in unexpected languages, is a key pillar for us."

Wakefit plans to extend this strategy by engaging Indian influencers who speak different regional languages, currently in the works. The brand’s social-media-first approach targets individuals aged 25 to 45 in India’s top 25 cities.

The Rise of Celebrity Endorsements in the Mattress Industry

Post-pandemic, the mattress industry has seen a surge in celebrity endorsements. Brands like Spring Mattress, The Sleep Company, and Sleepfresh Mattress have partnered with celebrities like Kareena Kapoor Khan, Anil Kapoor, and Vidya Balan, respectively. Aneja attributes this trend to the growing emphasis on sleep health.

"Sleep health has gained significant importance post-pandemic. Previously, mattresses were viewed as commodities; now, consumers prioritize them. Companies have tapped into this trend, leveraging celebrity endorsements to build trust," she explained.

To stand out, brands must use celebrities effectively and craft compelling narratives around them. For Wakefit, this means creating innovative, engaging content that resonates with a diverse audience, ensuring their campaigns are memorable and impactful.