Wakefit's Gaddagiri: Humour Meets Sleep Awareness in Viral Campaign

Indian advertising excels at creating iconic characters and campaigns that resonate with society, offering a blend of relatability and humor. Classic examples include the Amul Girl by Sylvester DaCunha and R.K. Laxman’s Common Man for The Times of India. Wakefit has now joined this legacy with its latest campaign, Gaddagiri, which merges entertainment with a deeper message about the importance of sleep.

The direct-to-customer (D2C) furniture and mattress brand launched a series of short films under the tagline, “Lafda tab hota, jab tum barabar nai sota” (“Problems arise when you don’t sleep well”). Each film humorously connects quirky and controversial incidents to sleep deprivation, emphasizing how essential sleep is for better decision-making.

Spotlight on Gaddagiri Campaign Ads

The campaign features four quirky short films inspired by real incidents:

• Deepinder Goyal’s unconventional job offer
• YesMadam's faux termination stunt on workplace stress
• Poonam Pandey’s fake death hoax
• The trending ‘70-hour workweek’ concept

With a nod to Bollywood’s 1992 film Dadagiri, the name Gaddagiri encapsulates the playful yet impactful approach of the campaign.

Kunal Dubey, Wakefit’s Chief Marketing Officer, shared how brainstorming sessions led to the idea. “We found that lack of proper sleep often drives negative behaviors, from road rage to poor decisions. By connecting this insight to relatable events, we highlighted the value of our products with humor,” Dubey explained.

Challenges of Using Humor in Advertising

Humor, while effective, comes with risks. To avoid backlash, Wakefit sets strict boundaries, steering clear of political, religious, or personal topics. For sensitive themes, they ensure direct involvement of the individuals depicted, as with Poonam Pandey’s ad.

To ensure the ads resonate, the team tests them with neutral audiences. “If the intent is clear, we move forward confidently,” Dubey said.

Execution and Reception

The Gaddagiri campaign has generated over 1 million organic interactions, with audiences suggesting ideas for future ads. However, staying relevant in a fast-paced digital world is challenging. Dubey revealed that for every three ads created, 30 are rejected to maintain alignment with the brand’s voice.

Wakefit’s agility is key. The second ad in the series was conceptualized and produced in just 12 hours, ensuring the campaign stayed topical.

Media Strategy and Future Plans

Wakefit adopts a digital-first approach, allocating 90% of its media budget to digital platforms and 10% to traditional mediums like outdoor and print, primarily in Bangalore. Dubey highlighted that strong creative or a celebrity presence amplifies impact, making campaigns three times more effective.

Looking ahead, Wakefit plans to boldly evolve its creative approach in 2025, using humor to address societal issues while staying in tune with consumer expectations.

Key Takeaway

With Gaddagiri, Wakefit has positioned itself as a brand that entertains while driving awareness about sleep and its broader impact on societal behavior.