Wakefit has rolled out a campaign featuring Australian cricketer David Warner, to introduce the brand's latest product, 'India's first mattress temperature controller.'

Conceptualised in-house, the campaign consists of a film. The film opens with an angry Warner who is surrounded by villains. Flunging them in the air, the cricketer then utters, 'Fire Hai Mai,' (I am fire), and declares that his fire only cools down with Wakefit's new temperature controller mattress.

What we think about it: Leveraging Warner's star power perfectly, the film captures the interest and builds curiosity in the first part of the ad. As the viewer gets engrossed, the products and the offerings are then highlighted. Warner speaking Hindi is the USP of the film.

The film released on 9 June.