Wakefit.co, India’s leading sleep and home solutions company, has embrace the artificial intelligence wave in its latest ‘Andar ke bacche ko jaga’ campaign featuring their brand ambassador, Ayushmann Khurrana.
The TVC showcases Ayushmann Khurrana 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 which comes with Shape SenseTM technology that takes the shape of your body.
The younger version of the actor is seen enacting multiple movie characters that have love by his fanbase, along with an adds childlike energy.
Wakefit.co came to inception in March 2016 with the aim to revolutionise the quality of sleep among Indians.
Since then, the brand has spearheaded a profound discourse on cultivating a thriving sleep culture in the nation.
Aligned with the brand ethos, with the ‘Andar ke bacche ko jaga’ campaign, Wakefit.co continues to drive conversations around sleep positivity and sleep hygiene to the forefront.
The brand campaign was coideate in partnership with Spring Marketing Capital, produced by Twilight Entertainment, and directed by Vasan Bala.
To create the kid version of Ayushmann, Wakefit.co has used Artificial Intelligence (AI) in addition to computer graphics.
The brand used Ayushmann’s current pictures as input in an age progression tool to create a younger version of him.
Using deep learning AI programmes combined with thousands of images of the Bollywood star, 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 in a seamless manner.
Prateek Malpani, Head of Brand, Wakefit.co, said :
Ayushmann Khurrana said :
Sandeep Balan, Partner, Spring Marketing Capital, said :
Wakefit.co’s marketing strategy stems from its customer-centric DNA.
The brand always aims to execute informative, quirky, and out-of-the-box campaigns with the goal of creating a brand connect while adding value to its customers’ lives.
The TVC will be amplified via a 360-degree campaign spanning TV, digital, outdoor, OTT, and social media.
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 many 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.