Wakefit.co, a sleep and home solutions company, has embraced AI wave in its latest ‘Andar ke bacche ko jaga’ campaign featuring Ayushmann Khurrana.
The TVC showcases the actor in his present age as well as a kid version of him who wakes up every day, full of enthusiasm and energy, after sleeping on a Wakefit Orthopedic Memory Foam mattress. The younger version of the actor is seen enacting multiple movie characters that have been loved by his fanbase, along with an added childlike energy.
With this campaign, the company continues to drive conversations around sleep positivity and sleep hygiene to the forefront. The brand campaign was coideated in partnership with Spring Marketing Capital, produced by Twilight Entertainment, and directed by Vasan Bala.
Watch the film here:
To create the kid version of Ayushmann, Wakefit.co has used AI in addition to computer graphics. Using deep learning AI programmes combined with thousands of images of the actor, the brand constructed a 360-degree CG model of young Ayushmann’s face.
The TVC blurs the line between imagination and reality by showcasing the energetic kid version of the celebrity in action with true-to-life skin tones and expressions while keeping his resemblance.
On the release of the TVC, Prateek Malpani, Head of Brand, Wakefit.co, said, “The insight is simple – a lot of our consumers mentioned that they are a much better version of themselves when they sleep healthier. They are more productive, more enthusiastic, more energetic and we all have heard stories on how all of this reminded us of our younger selves. We took a leap from there and imagined what Ayushmann, who’s known to do out-of-the-box projects, is able to do because he sleeps well on a wakefit mattress and wakes up with a child-like energy to seize the day. The countless number of reviews and ratings are testimony of our product quality and experience and hence in this campaign we wanted to concentrate on a much higher order benefit. We are thankful to Ayushmann for his incredible effort and to our audience who have received our past content with so much appreciation.”
Actor Ayushmann Khurrana said, “I am thrilled to be a part of Wakefit.co’s new brand campaign, which showcases their commitment to innovation and creativity. Collaborating with Wakefit.co has been an incredible experience, as they have utilized advanced AI technology to transform me into my childhood self. This campaign beautifully captures the essence of nostalgia and the importance of a good night’s sleep. I am excited to be associated with a brand that values quality, comfort, and the pursuit of better sleep.”
Sandeep Balan, Partner, Spring Marketing Capital, said “We are delighted to have collaborated with Wakefit.co on this innovative brand campaign. At Spring Marketing Capital, we believe in pushing creative boundaries and delivering impactful campaigns that resonate with audiences. The concept of using AI technology to transform Ayushmann into his childhood self perfectly aligns with Wakefit.co’s innovative approach and commitment to excellence. We are excited to see the campaign’s impact in inspiring people to prioritize their well-being and embrace a better sleep experience.”
Feedback: [email protected]
