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Wakefit's latest 'gaddagiri' campaignJoining the cacophony of debates and memes sparked by the L&T chairperson's controversial remarks on ‘work-life balance’ or the lack thereof, Wakefit has rolled out a new installment of its Gaddagiri campaign.
Episode five of the campaign that lampoons over-the-top marketing gimmicks and corporate/ PR stunts, trains its lens this time on SN Subrahmanyan’s 90-hour workweek comment where he urged employees to work even on Sundays, questioning the need for staying home with the remark, ‘How long can you stare at your wife?’. This, predictably, led to a flood of hilarious commentaries online, prompting reactions from other industrialists and a memefest on ‘staring at wife’ flooding the social media.
Summarising the campaign, Viren Sean Noronha, The New Thing co-founder, the agency behind the campaign, wrote on LinkedIn: “Sunday morning lafda. Monday morning lafda. We cover lafdas every day.”
The ad film depicts a dedicated employee following the chairperson’s words and obediently working on a Sunday morning. This leads to him being accosted by his wife who demands his attention, leading to a humorous altercation between the partners. A voiceover then steps in to explain the husband’s bizarre work hours with the tagline: ‘Lafda tab hota, jab tum barabar nahi sota’ (Trouble starts when you don’t sleep well).
Previously, the brand also addressed the ongoing work-life balance debate through the campaign, following the Infosys co-founder, Narayan Murthy’s contentious directive for a 70-hour workweek.
What we think about it: The extended campaign cleverly aligns with Wakefit's core messaging, emphasising how a lack of restful sleep can lead to workplace missteps. By humorously critiquing exaggerated marketing stunts from brands—having previously taken aim at Zomato and YesMadam—the brand has hit the mark once again with its take on the topical ‘ideal work hours’ debate. We're all for it!
