* In true Wakefit style, the collaboration was unveiled in the form of an off-beat pre-buzz campaign that sparked conversations among netizens
Did anyone catch a glimpse of Ayushmann Khurrana peacefully enjoying his forty winks and lost in his beautiful dreamland? Recently, a viral video of the actor was doing the rounds online, featuring the talented actor enjoying his power nap, and refueling his energy meter on a set. As netizens got talking about this intriguing clip, Wakefit.co, one of India’s largest D2C home and sleep solutions brands, unveiled Ayushmann Khurrana as its new brand ambassador in its usual quirky and fun tonality.
Known for its off-beat and engaging marketing communication, Wakefit.co has roped in Bollywood’s Mr. Original to create resonance with the progressive yet practical Indian citizen. Besides being the face of the brand and spearheading upcoming campaigns, Ayushmann will also help the brand in creating awareness and education about sleep health and its importance in the modern context. In an interesting twist preceding the announcement, the brand’s name was kept under wraps in the behind-the-scenes (BTS) clip to evoke curiosity. This created the perfect backdrop to reveal the association. The reveal was done in a monologue-style format, with Ayushmann appealing to people to give due importance to sleep.
In his classic style, Ayushmann delivers a sharp commentary titled ‘Sleep India Sleep’ on the pressing problem of sleep deprivation in India. With his dynamism and youthful energy, the actor can be seen urging the audience to prioritise their sleep health and take a pledge to sleep better. This video forms
the initiation of the brand’s partnership with Ayushmann and is in tandem with its marketing philosophy which aims to create meaningful conversations about improving the quality of sleep and home among Indians.
Commenting on the association, Ayushmann Khurrana shared, “Wakefit.co's philosophy of creating meaningful and authentic conversations with its audience around home and sleep health is something that I wholeheartedly believe in. I'm excited to join forces with a brand that values innovation and practicality as much as I do. This partnership will be an excellent opportunity to connect with diverse audience groups and help make a positive impact on their lives.”
Speaking on the occasion, Chaitanya Ramalingegowda Director and Co-Founder, Wakefit.co said, “We are delighted to have Ayushmann as our official brand ambassador, as we believe this will allow us to strengthen our brand identity across multiple regions in the country. The Wakefit consumer persona is that of someone who is progressive yet practical in their lifestyle and their purchase decisions. Ayushmann fits that persona perfectly, which makes him the ideal choice as the face of our brand. Wakefit.co shares many core values with Ayushmann, whether it is in being innovative with our choices, being truly original and authentic or appealing to a wide demographic and geographic audience base”
The association with Ayushmann aims to sharpen the company’s brand identity even further and build its affinity across the country. The brand recently received its Series D funding in January 2023 and now aims to strengthen its brand-building efforts, expand omni-channel presence and category presence. and scale supply chain operations. In 2022, the company also announced its offline retail expansion and has launched 22 physical stores across the country with plans to open up more than 100 stores by end of FY24.
Wakefit.co is a research and innovation-driven sleep and home solutions company established in March 2016. It was founded by Ankit Garg and Chaitanya Ramalingegowda, with a vision to become India’s most loved home and sleep solutions brand. With a portfolio that previously included mattresses, pillows, bed frames, mattress protectors, comforters, neck pillows, and back cushions, Wakefit.co has now expanded to include home products such as sofas, dining sets, wardrobes, study tables, bookshelves, shoe racks, TV units, bedside tables, coffee tables, cushions, floor rugs, curtains, towels, and more. The company manufactures its products in-house at factories in Bengaluru, Jodhpur, and Delhi. It sells across the country through its own online portal, offline retail stores and through other popular online marketplaces. Wakefit.co prides itself on its customer experience, with over 2 million customers serviced over 7+ years. The company has raised 4 rounds of funding (Series A through D) from marquee investors such as Sequoia Capital India, Verlinvest, SIG and Investcorp.
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