Mumbai: Wakefit.co, one of India’s largest D2C home and sleep solutions brands, launched its first TV ad, as part of a 360-degree brand campaign. The campaign features the company’s first brand ambassador, Rashmika Mandanna. The narrative of the advertisement is focused on Wakefit.co’s ‘Buy and Try’ model, and highlights how convenient it is to buy a mattress online, with the benefit of ‘No questions asked’ 100-day return policy. Wakefit.co was the first D2C brand to disrupt the online mattress industry in India and since then has pioneered the ‘Buy and Try’ model.
The campaign was launched to bring about a behavioural change in mattress buying, which largely involved visiting showrooms to touch and feel the product for a few minutes. However, a few minutes are not sufficient to make a rational decision. Experts believe that the body needs at least 14 days to fully adjust to a new mattress and understand its merits. This insight led and inspired the Wakefit.co founders to introduce the 100-day No questions asked policy since its first year of inception. After successfully delivering over 1 million+ mattresses in the last 6 years under the policy, Wakefit.co intends to extensively highlight the policy furthermore through this brand campaign to aid in its next wave of growth.
The campaign will first be launched in the Southern regions of India to build resonance, and then will be extended to the rest of the country in the months to come. The 360-degree campaign will target a mix of television, as well as digital media such as Google, Instagram, Youtube, Facebook, and OTT platforms such as Zee5 and SunNxt. Wakefit.co will also be engaging with influencers from across the internet with a potential reach of over 16 million subscribers.
Speaking about the campaign, Prateek Malpani, Head of Brand, Wakefit.co said, “We are ecstatic to launch our first-ever TV campaign in association with our brand ambassador, Rashmika. The ‘No questions asked’ 100 Day return policy was introduced during the initial stages of Wakefit.co to build trust among customers. Come to think of it, people trust the first 100 seconds that they touch, feel and sit on the mattress in a local shop and then decide to spend 8 hours every day of their next 10 years on it. At Wakefit.co, we found this to be extremely counter-intuitive. We wanted to transfer the power back to the customers. So instead of 100 seconds of try and buy, why not choose 100 days of Buy And Try with Wakefit.co.”
He added, We can also say this confidently because of the trust shown by customers in our product over the last few years where only a meager 3% of all mattresses sold have been returned or replaced and in the process, we have garnered more than 3lac+ reviews. This gives us even more confidence to take #Wakefit100DayPromise to a larger audience and introduce to the country a whole new, convenient and trustworthy way of choosing the right mattress.”
Speaking about the campaign, Rashmika Mandanna said, “As someone who works long hours, I know how important getting a good night’s sleep is. Through this campaign, I am happy to be promoting Wakefit.co’s diverse mattress range that not only provides comfort and quality but also allows the customers to have complete confidence in their purchase with a 100-day no questions asked return policy.”
The campaign also features popular Radio Jockey, RJ Hemant who has made a name for himself in the Telugu entertainment industry.