Wakefit. co, a D2C sleep and home solutions brand, has launched a campaign titled #Gaddagiri to highlight the impact of sleep deprivation on decision-making and behaviour. The campaign focuses on how a lack of proper sleep can lead to irrational actions, conflicts, or embarrassing situations, often misattributed to personality flaws. The company claims that through a series of films, the initiative explores sleep deprivation as a key factor influencing behaviour, using relatable scenarios and humour to drive the message.
“At Wakefit. co, we believe that poor decisions don’t stem from bad intentions but from an exhausted mind. Sleep deprivation often transforms rational individuals into their worst selves, impacting relationships, careers, and even society at large. Through #Gaddagiri, we’ve used humour to unpack this serious issue and show how quality sleep can prevent such outcomes. Our mission is simple: to help people sleep better so they can live better—and make decisions they won’t regret.” Kunal Dubey, CMO, Wakefit. co, said.
The first film in the series depicts a fictional interview between a sleep-deprived CEO and a job candidate. As the interview progresses, the CEO’s irrational comments turn the interaction into a chaotic exchange, illustrating how poor sleep affects judgment.