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Mattress and sleep-related products brand Wakefit, along with Comicstaan fame stand-up comedian Rahul Dua, has launched a quirky branded video content that highlights the negative impact of modern lifestyle on our slumber. The film highlights the benefit of Wakefit’s memory foam-based mattresses in getting that perfect nap.

Wakefit recently concluded recording the Great Indian Sleep Scorecard 2018, an exhaustive survey conducted across top seven cities of India with over 7500 respondents — Bangalore, Delhi, Gurugram, Hyderabad, Mumbai, Chennai, Kolkata —  and other regions, gathering the factors that are wrong in the way Indians sleep, thus impacting their lives.

The survey revealed that a 31% of people get less than seven hours of sleep, being kept up by smartphones, work, social media or just worrying about the future. This leads to 32% Indians waking up feeling tired, irregular sleeping patterns not aligned with circadian rhythms, to 17% even believing they have insomnia. 89% have disturbed sleep, having woken up 1-2 times every night and 49% feeling that a better mattress will improve their quality of sleep dramatically.

These results provide the groundwork for the campaign, which sees an overworked and under-rested Rahul Dua, representing the everyday modern Indian, complaining about how his hectic lifestyle has not allowed him to have a good nap in ages. Moreover, what little sleep he gets is interrupted by his mattress, which after years of trusted service, cannot take the burden of spilled dal and stubbed out cigarettes anymore and is finally giving up. Rahul Dua’s uncanny, highly energetic and passionate plea brings out the desperate need for Indians today to have an uninterrupted snooze time. This is when he is introduced to Wakefit’s specially designed, memory foam-based mattresses, and the rest is his story of getting the perfect slumber.

Chaitanya Ramalingegowda, Co-Founder, Wakefit, said, “The campaign with Rahul wraps all of these facets in a funny video campaign with him epitomising today’s Indian who is suffering from lack of sleep. The narrative and structure of the storyline is unique, and the added talent of India’s top comic star such as Rahul Dua has transformed the campaign into what we believe to be an extremely appealing way of talking about the problem of lack of sleep we are facing as a nation in a manner that resonates with our target customers.”

Launched in early 2016 and headquartered in Bangalore, Wakefit is a start-up that researches on sleep and spine support to create innovative products. The company has a unique customer response driven R&D mechanism that conducts extensive interviews and follow-me-homes to understand people’s sleep patterns and preferences and designs products based on the same. The research and interview process began in 2015 and since then, Wakefit has interviewed thousands and ensured millions of hours of blissful sleep to its users.

The Film: