Mumbai: Wakefit.co has unveiled a quirky, nostalgia-driven campaign titled “Dhamki Squad” to mark World Sleep Day, inviting Indians to relive childhood bedtime memories while promoting the importance of healthy sleep habits.
The campaign draws on the familiar “maa dhamkis” — playful yet firm bedtime warnings — that once ensured timely sleep in Indian households. Through this initiative, the brand is encouraging consumers to share their most memorable bedtime threats via Instagram, with the most iconic entries standing a chance to win ₹50,000 and a spot in the brand’s tongue-in-cheek “Dhamki Squad.”
Conceptualised by The New Thing and produced by Good Take Studio, the campaign taps into cultural nostalgia while addressing modern sleep challenges such as late-night scrolling, binge-watching, and extended work hours.
Commenting on the campaign, Chaitanya Ramalingegowda, Co-founder and Director, Wakefit, said, “This World Sleep Day marks a decade of Wakefit’s commitment to helping India sleep better, not just through our sleep and home solutions, but also by sparking meaningful conversations around sleep. Over the years, we’ve used humour and culture to highlight the importance of rest, from showcasing the effects of sleep deprivation through our #Gaddagiri series, to cheekily responding to a global streaming giant’s claim that ‘sleep is our biggest competitor’. We’ve even paid interns to sleep through four seasons of the Wakefit Sleep Internship Program. But despite everything we’ve tried, we realised that as adults, the freedom to control our own bedtimes is often what gets in the way of sleep discipline. So this time we’re finally resorting to the one radical sleep authority that has never failed – Indian mothers and their terrifying bedtime dhamkis.”
Wakefit has consistently leveraged World Sleep Day as a platform to drive awareness around sleep health, blending humour with cultural insights. The latest campaign builds on this approach by transforming a shared cultural experience into an engaging, participatory digital activation.
With the “Dhamki Squad” initiative, the brand continues to position sleep as both a lifestyle priority and a cultural conversation, using nostalgia and community engagement to reinforce the importance of disciplined sleep routines.
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