Wakefit, the sleep solutions startup, unveiled its campaign, #KnowMoreSleepBetter, presenting the affable and all-knowing BaaBaa whose aim is to bring the magical world of sleep into people’s consciousness. Spring Marketing Capital collaborated with Wakefit as its brand partners, for this and future campaigns. Essence partnered with Wakefit as their integrated media agency.
Wakefit, with its peppy new campaign, aims to add a dash of excitement and enthusiasm in the space by creating a dynamic world of sleep that helps people take actionable steps towards improving their sleep habits.
Counting sheep to fall asleep has been a cultural reference for a long time. In its endeavour to get people to talk ‘sleep’, it was important for Wakefit to create a strong visual differentiator and depict it through a character that is quirky yet sophisticated and knowledgeable yet fun. ‘BaaBaa’, the sheep, was conceptualised to reflect Wakefit’s brand personality and is a personification of the brand's values, expertise and experience.
The more you know, the better you sleep, goes the tagline of Wakefit.co’s three brand videos. In addition to unveiling BaaBaa, Wakefit has also incorporated subtle branding elements into its website design. For example, the colour scheme on the website reflects the last colour one sees when the lights are switched off at night, while the fonts resemble those in a fairytale storybook to bring back the nostalgia of peacefully going to bed as a child.
Chaitanya Ramalingegowda, Director and Co-founder, Wakefit.co, said, “The sleep industry in India is pegged at Rs 10,000 crore (growing to Rs 14,000 crore by 2021), yet there is little innovation in this space. We have witnessed disruption in the nutrition and exercise segments of wellness but sleep has so far been ignored due to the lack of visually appealing representation in the space. The idea of the campaign was to create a world around sleep that is inhabited by cool and likeable characters who are eager to unravel the mysteries of sleep and present it in a simple and digestible form. The campaign strongly aligns with our brand ethos of making great quality sleep accessible to people across India.”
Vineet Gupta, Founding Partner, Spring Marketing Capital, said, "Sleep is one of the most important factors impacting a person's health, productivity and success. However in today's world, sleep is often de-prioritised, taken for granted and riddled with misconceptions. Wakefit was founded as a sleep solutions company and aims to bring sleep back into the consciousness and conversation of Indian consumers. We are thrilled to partner Wakefit in their journey of building a brand that is meaningful, fun and differentiated."
"Wakefit is a truly innovative brand that is disrupting the space of sleep solutions with its unique technology, service delivery and product offerings. This product segment will never be the same again, with consumers being the ultimate winners. We are truly excited to partner with the team at Wakefit and bring our media, data and measurement capabilities to help build the brand and drive business." said Anand Chakravarthy, Managing Director, Essence.
From offering 100-nights free trial to doorstep delivery to over 19,000 pin codes in India, the Bengaluru-based startup is on a mission to provide a good night’s sleep to every Indian, every night.
Wakefit is a research and innovation-driven sleep solutions company established in March 2016. The startup is funded by Sequoia Capital. It has been founded by Ankit Garg and Chaitanya Ramalingegowda, with a vision to democratise sleep in India. With a portfolio that includes mattresses, pillows, bed frames, mattress protector, comforter, neck pillows and back cushions, Wakefit manufactures its products in-house at a manufacturing plant in Bangalore and sells across the country through its own online portal and through other online marketplaces.
Director and Co-founder, Wakefit.co: Chaitanya Ramalingegowda
Creative: Spring Marketing Capital
Founding Partner, Spring Marketing Capital: Vineet Gupta
Managing Director, Essence: Anand Chakravarthy