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Have you ever made a rash decision, started an unnecessary conflict, or ended up in an awkward situation and wondered why? According to Wakefit.co, India’s leading sleep and home solutions brand, the culprit isn’t bad intentions—it’s lack of sleep. In its latest #Gaddagiri campaign, Wakefit.co explores how sleep deprivation, rather than personality flaws, is often behind poor judgment and irrational behaviour.
The campaign, which launched today, features a brand film that takes a humorous look at how sleeplessness can turn even the most rational people into versions of themselves they wouldn’t recognise. Using relatable scenarios, pop-culture references, and a light-hearted tone, the campaign calls attention to how sleep deprivation often triggers erratic behaviour and poor decision-making.
The first film in the series is set around a fictional “leaked” interview between a high-profile CEO and a promising job candidate. As the interview progresses, it becomes clear that the CEO—clearly deprived of sleep—begins to make bizarre and outlandish comments, turning a simple job interview into a comedic disaster. The campaign's tagline, "Lafda tab hota hai, jab tum barabar nahi sota," translates to "Trouble happens when you don’t sleep properly," reinforcing the message that the problem lies not with the person but with their lack of rest.
Kunal Dubey, CMO of Wakefit.co, explained the campaign’s core insight, “At Wakefit.co, we believe that poor decisions don’t stem from bad intentions but from an exhausted mind. Sleep deprivation often turns rational people into their worst selves, impacting relationships, careers, and even society. Through #Gaddagiri, we’ve used humour to address a serious issue and show how getting better sleep can prevent such situations. Our mission is simple: help people sleep better so they can live better and make decisions they won’t regret.”
By reframing poor judgement as a result of inadequate sleep, Wakefit.co is highlighting the importance of prioritising rest. The campaign encourages audiences to invest in sleep solutions, such as a comfortable mattress, to ensure that decisions made in both personal and professional spheres are well thought out. Whether it’s CEOs making high-stakes calls or individuals managing day-to-day challenges, Wakefit believes that good sleep is key to better decisions.
