The video aims to represent people who love staying at home on New Year's Eve and celebrate a Happy Snooze Year instead of a Happy New Year

The video was ideated and produced in partnership with Spring Marketing Capital and has already garnered 100k views on its branded content channel ‘Home Time' within two days of the launch

The campaign video encapsulates the emotional turbulence people have been going through in the past year, in a light hearted manner

The company has created a microsite, Ghar ki Baat, which features the campaign video, a link to the Covid Citizens website, a list of groups and communities working to help people and links to donate to these Covid warriors directly

The Wakefit Sleep Internship programme encourages people to invest in quality sleep, which would not only increase their productivity throughout the day but also promote a healthy lifestyle

In her first weekly article this year, Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, points out learnings that brands can get from the D2C home and sleep solutions brand when they jump on to the branded content bandwagon without getting swept away in the plethora of content being created to woo the audience

The sleep and home solutions company aims to double down on its marketing wherewithal and continue to create content that adds value to the lives of its consumers

BuzzInContent.com caught up with Chaitanya Ramalingegowda, Co-Founder at the direct-to-consumer mattress brand, and Sandeep Balan, Partner, Branded Content at Spring Marketing Capital, to understand Wakefit's lockdown content strategy

The latest tongue-in-cheek video launched during Diwali on social media encourages consumers to look beyond the world of phoney mattress stores and get online for a hassle-free experience

The brands that made it to BuzzInContent's seven favourite branded content campaigns' list are Cadbury Dairy Milk Silk, Tinder, Facebook, Amul, Wakefit.co, OnePlus and Stayfree

BuzzInContent has compiled a list of five content-led campaigns created by Nykaa, Johnson's, Titan, Wakefit.co and Netflix India

The company has recently launched ‘Ghar Set Hai' on its own YouTube channel ‘Home Time'. The web series is made in collaboration with its brand marketing partner Spring Marketing Capital

In Episode 4 of BuzzInContent Conversations Season 2, expert panellists Prateek Malpani, Rumi Ambastha, Dhruv Sachdeva and Ranjeet Kumar discuss an ideal YouTube strategy for brands

The purpose-led campaign aims to convert the ‘Right to Nap' policy into a movement to normalize afternoon naps at work

The campaign is conceptualised and executed by Spring Marketing Capital

Though brands may not be able to exceed 2019 (pre-pandemic) investments in content, they are gearing up for the festive session in an aggressive manner. With a performance mindset towards content, they expect interactive and influencer-driven content to see excellent engagement this time

BuzzInContent.com talks to brands in the sleep category to discuss how they are building a credible relationship with consumers by speaking in their language through innovative content formats

While many branded opted for regular ads, a few took the content route to win the hearts of consumers. A look at some charming and heart-warming content-driven campaigns to celebrate love in 2021