India’s leading D2C sleep and home solutions brand, has launched a new campaign, #Gaddagiri, to highlight the impact of sleep deprivation on decision-making and behavior.
The campaign asks a simple question: why do good people make bad decisions, engage in unnecessary conflicts, or land in embarrassing situations? According to Wakefit, the answer isn’t bad intentions, but bad sleep.
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CEO ‘s bizarre interview
Meanwhile, the campaign features a brand film that humorously explores how a sleep-starved mind can hijack even the most sensible people, causing them to act in ways they otherwise wouldn’t. The film presents relatable scenarios, pop-culture references, and a lighthearted tone, urging audiences to see poor sleep as the true antagonist. The first film in the series showcases a fictional “leaked” interview between a high-profile CEO and an enthusiastic job candidate. As the story unfolds, the CEO—clearly deprived of sleep—starts making bizarre comments, turning a regular interview into a comedic disaster.
The tagline, “Lafda tab hota hai, jab tum barabar nahi sota,” captures the heart of the campaign: people aren’t the problem; sleeplessness is. Kunal Dubey, CMO, Wakefit, explains the core insight of the campaign: “At Wakefit, we believe that poor decisions don’t stem from bad intentions but from an exhausted mind. Sleep deprivation often transforms rational individuals into their worst selves, impacting relationships, careers, and even society at large. Through #Gaddagiri, we’ve used humor to unpack this serious issue and show how quality sleep can prevent such outcomes. Our mission is simple: to help people sleep better so they can live better—and make decisions they won’t regret.”
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Further, the #Gaddagiri campaign aims to spotlight the critical role sleep plays in shaping behavior and decision-making. By humorously reframing poor judgment as a result of poor sleep, the campaign encourages people to prioritize rest and invest in solutions like a comfortable mattress. Whether it’s CEOs making high-stakes calls or everyday individuals managing life’s complexities, Wakefit believes that good sleep can lead to better decisions.
