MAM

Wakefit.co Introduces the ‘BaaBaa’ of Sleep to Help Indians Rest Better

Unveils its new brand campaign with the brand message; the more you know, the better you sleep!

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/09/14/Wakefit.co_.jpg?itok=b0f9_4oH

Bengaluru: If you know what BaaBaa knows you will sleep better! Have you ever counted sheep in a desperate attempt to fall asleep? Wakefit.co, India’s largest sleep solutions startup funded by Sequoia Capital, will tell you there are better ways to get that elusive beauty sleep. The three-year-old startup unveiled its new brand campaign, #KnowMoreSleepBetter, presenting the affable and all-knowing BaaBaa who will aim to bring the magical world of sleep into people’s consciousness.

Want to get to know BaaBaa? Check these videos out!

With India being deemed the second most sleep-deprived country by a global study and internal studies by Wakefit.co revealing that 1 in 5 Indians believe they have Insomnia, sleep-related disorders have become a pertinent lifestyle ailment. However, the focus on sleep health in India is still wanting. Wakefit, with its peppy new campaign, aims to add a dash of excitement and enthusiasm in the space by creating a dynamic world of sleep that helps people take actionable steps towards improving their sleep habits.

Counting sheep to fall asleep has been a cultural reference for a long time. In its endeavor to get people to talk ‘sleep’, it was important for Wakefit to create a strong visual differentiator and depict it through a character that is quirky yet sophisticated and knowledgeable yet fun. ‘BaaBaa’, the sheep, was conceptualized to reflect Wakefit’s brand personality and is a personification of the brand's values, expertise, and experience.

The more you know, the better you sleep, goes the tagline of Wakefit.co’s three brand videos released today. Known for its innovative marketing campaigns – an earlier campaign called OneIndiaOneWakefit was nominated for the prestigious SABRE Awards – Wakefit.co’s brand videos aim to distill the complex science of sleep in short, digestible and witty content. In addition to unveiling BaaBaa, Wakefit has also incorporated subtle branding elements into its website design. For example, the color scheme on the website reflects the last color one sees when the lights are switched off at night, while the fonts resemble those in a fairytale storybook to bring back the nostalgia of peacefully going to bed as a child.

Speaking on the launch of the new campaign, Chaitanya Ramalingegowda, Director and Co-founder, Wakefit.co, said, “The sleep industry in India is pegged at INR10,000 crore (growing to INR14,000 crore by 2021), yet there is little innovation in this space. We have witnessed disruption in the nutrition and exercise segments of wellness but sleep has so far been ignored due to the lack of visually appealing representation in the space. The idea of the campaign was to create a world around sleep that is inhabited by cool and likable characters who are eager to unravel the mysteries of sleep and present it in a simple and digestible form The campaign strongly aligns with our brand ethos of making great quality sleep accessible to people across India.”

Vineet Gupta, Founding Partner, Spring Marketing Capital, shared his thoughts on collaborating with Wakefit as its brand partners, for this and future campaigns. He said, "Sleep is one of the most important factors impacting a person's health, productivity and success. However, in today's world, sleep is often de-prioritized, taken for granted and riddled with misconceptions. Wakefit was founded as a sleep solutions company and aims to bring sleep back into the consciousness and conversation of Indian consumers. We are thrilled to partner Wakefit in their journey of building a brand that is meaningful, fun and differentiated."

"Wakefit is a truly innovative brand that is disrupting the space of sleep solutions with its unique technology, service delivery, and product offerings. This product segment will never be the same again, with consumers being the ultimate winners. We are truly excited to partner with the team at Wakefit and bring our media, data and measurement capabilities to help build the brand and drive business." said Anand Chakravarthy, Managing Director, Essence, who are partnering with Wakefit, as their integrated media agency.

From offering 100-nights free trial to doorstep delivery to over 19,000 pin codes in India, the Bengaluru-based startup is on a mission to provide a good night’s sleep to every Indian, every night.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/01/concert.jpg?itok=hgkc8Cgc
T-Series and RED FM announce an all-star fundraiser ‘The Care Concert’

MUMBAI: Private radio networks 93.5 RED FM and music label company T-Series have brought a brand-new digital initiative ‘The Care Concert’ on 11 April 2020, 6 pm onwards. While everyone is at home during the 21-day lockdown, both the brands thought of collaborating for an initiative, which helps in...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/01/mma_1.jpg?itok=tlSGpp1B
MMA India announces new categories, calls for entries to 2020 SMARTIES awards

MUMBAI: The Mobile Marketing Association has announced new categories for the ninth edition of SMARTIES India Awards 2020, scheduled for September in Mumbai, India. The SMARTIES are the world’s only global mobile marketing awards programme honouring innovation, creativity and success, and MMA is...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/01/ogilvy.jpg?itok=sa3PR7Hk
Ogilvy Delhi wins creative & digital duties of Sleepwell

MUMBAI:  Sheela Foam has appointed Ogilvy for the creative and digital duties of all its brands including the flagship brand Sleepwell. This was the result of a multi-agency pitch.  Sheela Foam looks to expand its product portfolio whilst maintaining its strong growth in the mattress category....

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/01/neena.jpg?itok=5Y559yh3
Neena Dasgupta, CEO & Director, Zirca Digital Solutions Wins the Tech Trailblazer Award

MUMBAI: Neena Dasgupta, CEO & Director, Zirca Digital solutions has been honoured  with the ‘Female Tech Trailblazer’ of the year at the Tech Trailblazer Awards 2020. She has won the award for the second year in a row. She is the first woman from India to win this prestigious award, chosen from...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/01/Loco.jpg?itok=Y6lx8Qck
Pocket Aces' Loco upgrades its product offerings

National, 1st April, 2020: Pocket Aces, India’s leading digital media entertainment company, announces a major product update for its gaming app, Loco. Dedicated to democratizing gaming entertainment, Loco will now allow its users to stream on the app, with a specific focus on gaming. This will...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/01/CERA.jpg?itok=PJ8-bbNC
82.5 Communications creates #LetsStayHome campaign for CERA

MUMBAI: In this troubled time due to COVID-19 when people are being advised to stay home, CERA, a complete home solutions provider and 82.5 Communications have engaged with people in a special way. CERA Sanitaryware being the product which  offers almost all product categories—sanitaryware, faucets...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/31/anil.jpg?itok=6Aresp61
Godrej Interio releases ‘Work From Home’ guide

MUMBAI:  Godrej Interio has announced the release of its exclusive guide: ‘Stay Healthy. Be Productive’ – a ‘Work From Home’ guide that reveals the challenges and solutions for the modern-day home-office setups.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/31/wunderman.jpg?itok=MKiO4GFo
Wunderman Thompson encourages consumers to work out while staying in

MUMBAI:   With India going into lockdown for a longer period, it has become even more difficult for health enthusiasts to continue their regular workout regime. Parag Milk Foods, for its sports nutrition brand ‘Avvatar’, had come up with a campaign encouraging consumers to continue with their daily...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/31/caffeine_0.jpg?itok=d0mEqDfk
mCaffeine partners with Clinikk to provide free medical facilities for the employees and their families in the current COVID-19 pandemic

MUMBAI: mCaffeine, India’s fastest growing caffeine infused personal care brand has partnered with Clinikk, the healthcare startup to provide free medical facilities for the employees and their families in this current 21 day lockdown due to COVID-19 pandemic.  

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required