Carrying forward its #Gaddagiri campaign that takes cheeky potshots at controversial marketing stunts, Wakefit has rolled out yet another film. After having previously targeted ‘brand misadventures’ by brands like Zomato and YesMadam, in its third film of the series the mattress brand has aimed its lens on Poonam Pandey’s infamous ‘death’ fiasco earlier this year where she faked her own death to raise awareness about cervical cancer, with an ad film featuring the internet celebrity herself.

Conceptualised by The New Thing, the ad humorously portrays a marketing team brainstorming ‘mega comeback’ ideas for Pandey, pitching over-the-top schemes like fake divorces, ‘swayamvars’, and joining a political party. The ideas don’t seem to elicit any reaction from Pandey, till the moment when someone hesitantly suggests ‘faking your death’ and Pandey, sitting at the table in sunglasses, appears to give a nod in approval. Its only later revealed that she had actually dozed off. The campaign’s tagline cleverly ties it all together: ‘Lafda tab hota, jab tum barabar nahi sota’ (Trouble starts when you don’t sleep well).

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Poonam Pandey (@poonampandeyreal)

For those unversed, Pandey’s controversial stunt earlier this year caused widespread confusion, with initial reports leading many to believe she had died. It was later revealed as part of a campaign to highlight cervical cancer awareness, generating significant online interest but also backlash with the digital agency behind the stunt issuing an apology amid widespread criticism.

What we think about it: Wakefit’s extended #Gaddagiri campaign spotlighting marketing missteps seems to have found a perfect match with its brand messaging - that of lack of restful sleep leading to misadventures at work. With the series calling out over-the-top publicity gimmicks by brands, having previously targeted stunts by Zomato and YesMadam, we are loving it!