Wakefit has rolled out a campaign ‘#SleepStrikesBack’ that aims to take on ‘the biggest competitor of sleep’ - late night binge-watching. 

Released ahead of World Sleep Day on 14 March 2025, the campaign features Wakefit co-founder, Chaitanya Ramalingegowda to underscore the message that the OTT streamers are ‘India’s biggest sleep disruptor’.

Set at a press conference, the ad film showcases the co-founder reeling out statistics from Wakefit's study, ‘Great Indian Sleep Scorecard 2025’ that showed that 51% Indians blame binge-watching for late nights, even as one in two Indians binge-watches every night and one in three Indians is an insomniac. 

Without naming the OTT platform, Ramalingegowda reminded his listeners that in 2017, the co-founder of a global OTT platform had joked that 'sleep' was their biggest competitor. In India, the joke came true, he added ruefully. Noting that for years binge-watching has been competing with sleep, Ramalingegowda emphasised that it’s time that ‘sleep’ fights back. To get a Wakefit into every home hooked to its ‘competitor’, the co-founder additionally announced discount offers on all of its mattresses for a limited period. The Wakefit cofounder explained that the brand is not competing with just jokes, noting that it's ‘memory-foam vs cliffhangers’, ‘sleep-tech vs screen-tech’, and ‘Now sleeping vs Now streaming’.

"May 'du-dumm' become the sound of India crashing on a Wakefit mattress," he declared in conclusion, taking a dig at the signature tone of Netflix.

The brand also released a full page ad on 13 March in The Economic Times to further accentuate the message.

What we think about it: By calling out the modern-day obstacles that rob us of a full night's sleep, the brand emerges as a champion of restful nights, seamlessly integrating its name with the concept of sleep. With this strategic positioning, the brand sets itself apart from its competitors, further underscored by its bold declaration, 'We're a mattress company, but our biggest competitor isn't'.