Wakefit’s Secret - Relatable Content, Not Pushy Sales

Wakefit turns everyday sleep struggles into relatable and humorous stories, connecting with its audience through wit and authenticity. By using clever cultural references and fun content, the brand creates a community that values quality sleep, all while building a unique and engaging identity.

Wakefit has turned what could be a boring mattress pitch into a fun, quirky brand story. This India-based D2C sleep brand focuses on real talk about sleep, from hilarious ads to social media memes. Instead of shouting, “Buy our mattress!” Wakefit chats about late-night work, snoozing problems, and playful contest stunts.

The company even brought Bollywood actor Ayushmann Khurrana on board to make sleep feel fun and inspiring. Today, Wakefit is less about just selling mattresses and more about building a “sleep solutions” community with a friendly voice.

Wakefit’s Relatable, No-Push Marketing Style

1. Everyday Struggles, Turned into Laughs

From chaotic Zoom calls to “nap vs. deadline” dilemmas, Wakefit turns daily messes into comedy gold. You’ll find content that’s not polished to perfection but very real: real, funny reels, doodles, and cartoon-style animations showing work-from-home fatigue or just how hard it is to adult when you haven’t slept well.

Take their recent #Gaddagiri campaign, for instance. It poked fun at bizarre headlines, fake stunts, and chaotic online culture with a simple but catchy line: “Lafda tab hota hai, jab tum barabar nahi sota” (“Problems happen when you don’t sleep right”). Instead of making it about the product, Wakefit connected the dots in a fun way: bad sleep equals bad decisions. That campaign alone got over a million organic interactions!

They even used old Bollywood-style titles for their mini ads, adding a nostalgic, playful twist. And all of it, every meme, every reel, points back to the same idea: good sleep matters, and Wakefit gets it.

2. Marketing That Feels Like a Chat with a Friend

Wakefit isn’t out here screaming, “Buy now!” Instead, their marketing feels like scrolling through a group chat filled with inside jokes, tired colleagues, and meme-loving millennials. Whether it’s a post about surviving Monday with four alarms or a reel making fun of snoozing through early meetings, Wakefit always speaks the language of tired people. And honestly, who can’t relate?

They get it; everyone’s tired, overworked, and dreaming of their bed by 3 p.m. And instead of hitting people with big promises or confusing specs, Wakefit keeps it simple and funny. Their brand voice? Less like a company, more like that one co-worker who always has the best memes.

3. A Community That Feels Seen

This kind of humour doesn’t just entertain; it creates a sense of belonging. People tag friends in the comments, share reels about their own work-from-bed situations, and even joke about how Wakefit’s posts feel “too real”. That’s the magic: Wakefit makes followers feel seen, like the brand just gets their everyday chaos.

It’s not just content; it’s connection. By staying funny, honest, and on-point with what millennials actually experience, Wakefit has quietly built a loyal digital community. Not one that’s only there for offers and discounts, but one that genuinely enjoys the brand’s voice.

4. Social Media That’s Not Trying Too Hard

Scroll through Wakefit’s Instagram, YouTube, or even LinkedIn, and you won’t find shouty sales posts. Instead, you’ll see smart, relatable sketches, like a “work desk survival kit” illustration or a joke about pretending to work on Excel while actually watching IPL.

They use smart design, light animations, and little everyday scenarios to make people pause while scrolling. And by keeping the tone chill (but still useful), Wakefit manages to sneak into your feed like a friend who just gets how exhausting life can be.

5. Educating, Not Selling

Here’s where Wakefit really stands out: while most brands scream about discounts, Wakefit often talks about why sleep matters. Their blog posts, videos, and social content don’t just mention product features. Instead, they cover things like:

• Why 7-9 hours of sleep is important.

• How poor posture or wrong pillows can cause back pain.

• What science says about India being one of the world’s most sleep-deprived countries.

6. A Soft and Smart Sales Strategy

Wakefit’s genius is in how they slide into the conversation. For instance, an Ayushmann Khurrana ad (read on to learn more about the ad) might start with something funny, a kid version of him full of energy after a great night’s sleep, and end with a line about how the right mattress (a Wakefit one, obviously) helped him wake up refreshed. It’s not in-your-face; it’s storytelling with a wink.

Their posts don’t yell “BUY NOW”. Instead, they quietly lead you to the idea: “Hmm… maybe I do need a better mattress.” By the time Wakefit mentions their product, you’re already halfway convinced, just because the rest felt so real and relatable.

That’s the kind of marketing that sticks. And it’s working: Wakefit’s campaigns consistently create buzz, attract millions of views, and boost product interest, without ever sounding desperate for a sale.

Contact Us to Get Celebrities or Influencers for Your Next Campaign

We can connect you with top celebrities and influencers who can be a part of your next campaign that highlights your products; whether it’s furniture, lifestyle items, or home essentials. A trusted face can help increase visibility, attract more customers, and make your products stand out. From choosing the right celebrity to managing the entire collaboration, we’ve got you covered. Reach out today to find the perfect partner for your brand!

Wakefit’s Sleep Internship - When Napping Became a Dream Job

Play

Most people get in trouble for sleeping on the job. But what if the job is to sleep? That’s exactly what Wakefit offered with one of its boldest and most talked-about campaigns, the Wakefit Sleep Internship. It wasn’t just a fun idea. It was smart, hilarious, and seriously effective in making people think about sleep in a whole new way.

1. Get Paid to Sleep? Yes, Please!

The concept was as dreamy as it sounds. Wakefit invited regular folks from all over India to apply for a 60-day internship where the only task was to sleep 8-9 hours a night, plus power naps during the day. Interns had to use Wakefit’s mattress and sleep monitor, and in return? They earned a guaranteed Rs.1 lakh for completing the internship.

And it didn’t stop there. One lucky intern, crowned the Sleep Champion, could win up to Rs.10 lakh. All they had to do was be the best sleeper. Sounds like a joke, right? But this was real and it took the internet by storm.

2. From News Headlines to Internet Fame

The campaign didn’t just get laughs; it grabbed national attention. Major news outlets like Times of India, Hindustan Times, and The Hindu BusinessLine ran stories calling these interns “professional sleepers”. And the response? Huge.

• Season 1 (2020): 1.7 lakh applicants

• Season 2 (2021): 5.5 lakh applicants

• Season 3 (2024): Hundreds of thousands applied again, and Saishwari Patil, a banker from Bengaluru, took home Rs.9 lakh as the Sleep Champion. She even became a mini-celebrity, showing up in interviews and brand posts.

3. Not Just a Stunt - A Smart Awareness Campaign

While it sounded like a joke, the Sleep Internship had a serious impact. After every new season was announced:

• Wakefit’s website traffic jumped 100-150%

• Google searches for “Wakefit” grew by 150%

• Brand engagement and curiosity soared across platforms

People weren’t just laughing; they were learning about sleep, visiting the brand's site, and remembering the name Wakefit next time they wanted a mattress.

4. Why This Worked

The brilliance of the Sleep Internship is that it made people care about sleep without sounding preachy. It sparked FOMO, created laughter, and gave the brand a fresh, fun identity. It was education disguised as entertainment and that's why it worked.

This wasn't a hard sell. It was a hard nap. And it made Wakefit one of the most loved sleep brands in the country.

Celebrity and Influencer Campaigns

1. Ayushmann Khurrana - Andar Ke Bacche Ko Jaga

Play

More recently, Wakefit launched a trendy AI-powered ad starring Ayushmann Khurrana as both himself and a kid version of himself. In this ad (“Andar ke bacche ko jaga”), Ayushmann wakes up full of childlike energy on a Wakefit mattress, showing how good sleep makes you feel younger and more energetic.

Behind the scenes, Wakefit’s brand head Prateek Malpani says they even used AI tools to create Ayushmann’s younger self, highlighting how solid sleep literally takes you back to feeling like a kid. These collaborations (with big names or beloved internet comedians) let Wakefit tap into different fan bases, all while keeping the content fun and on point. In short, Wakefit uses funny influencers and a beloved movie star to show, in a humorous way, why a good mattress matters.

2. David Warner - Pushpa Raj

Play

In 2024, Wakefit took a bold and funny turn with its influencer strategy by going global but with a desi twist. During the IPL season, the brand cast Australian cricketer David Warner in an ad where he hilariously mimicked Pushpa Raj, the iconic character played by Allu Arjun. It wasn’t just funny; it was unexpected, and that’s what made people stop scrolling.

To make the campaign even more internet-friendly, Wakefit brought in creators like Drew Hicks and Agu Stanley, foreigners fluent in Hindi, who made short skits about sleep problems and daily tiredness in a typically desi tone. The videos were short, funny, and made perfectly for Instagram Reels and YouTube Shorts, not just traditional TV.

This blend of global faces speaking Indian languages gave Wakefit an edge. It showed that the brand doesn’t take itself too seriously and knows how to speak the internet’s language: funny, quick, and very shareable.

3. Rahul Dua - #DuaSahabKiNeend

Play

But Wakefit’s smart use of influencers didn’t start with movie stars or cricketers. Back in 2018, they teamed up with stand-up comedian Rahul Dua, a popular face among young urban Indians. Together, they created light-hearted videos about hectic lifestyles, sleep deprivation, hard mattresses and the everyday struggle to get a good night’s rest.

Rahul’s unique ability to turn relatable pain points into laugh-out-loud moments made the message stick. Instead of hard-selling a mattress, these videos showed people that Wakefit gets them.

Wakefit’s Business Growth

While focusing on brand-building, Wakefit’s financials have also been improving. For fiscal year 24 (the year ending March 2024), Wakefit reported Rs.1,017 crore in revenue, a 24-25% jump from the previous year. Even better, this growth came with turning profitable on an operational basis. The company achieved an EBITDA profit of Rs.65 crore in FY24, and its net loss shrank by about 90% to just Rs.15 crore. These numbers show that Wakefit’s marketing playbook and product expansion (beyond mattresses into pillows, furniture, etc.) are paying off.

The brand has also been expanding offline: as of late 2024, Wakefit had around 80 retail stores in 26 cities, with plans to open about 40 more by mid-2025. Wakefit claims that having physical stores and pop-ups actually boosted brand engagement and higher average order values, balancing its strong online sales. According to the founders, roughly 30-35% of Wakefit’s sales come from online marketplaces like Amazon or Flipkart, while the rest comes from their own website and stores.

Conclusion: A Strategy to Sleep On

Wakefit’s marketing is a case study in how humour and heart can sell even the most mundane product. By speaking the language of young consumers and cracking jokes about work woes and even campus life, the brand has turned “buy a mattress” into an enjoyable conversation. They’ve shown that you don’t have to shout, “Our mattress is great!” when you can get people to think and laugh about sleep first.

With clever influencer tie-ins, viral contests like the Sleep Internship, and content that feels authentic (not corporate), Wakefit has made itself a household name in the D2C space. Their strategy of raising awareness about sleep and wellness (instead of hard-selling) has paid off in both brand buzz and business growth.

Get Influencers or Celebrities for Your Next Campaign

If you want more people to know and trust your brand, working with the right celebrities and influencers can really help. These are people who already have a strong bond with their followers. When they talk about a product, their audience pays attention and takes action. Brands like Wakefit have shown how powerful these collaborations can be.

We can help you find and work with the right celebrities and influencers who match your brand’s style and goals. Get in touch with us to make your next campaign truly stand out.