Wakefit unveils #KnowMoreSleepBetter campaign with brand mascot BaaBaa

With the affable and all-knowing BaaBaa the sheep, Wakefit's videos aim to distill the complex science of sleep in short, digestible and witty content

by exchange4media Staff
Published - Sep 15, 2019 10:00 AM Updated: Sep 16, 2019 4:08 PM
Wakefit Brand Mascot BaaBaa

If you know what BaaBaa knows you will sleep better! Have you ever counted sheep in a desperate attempt to fall asleep? Wakefit.co, a startup funded by Sequoia Capital, will tell you there are better ways to get that elusive beauty sleep. The company has unveiled its new brand campaign, #KnowMoreSleepBetter, presenting the affable and all-knowing BaaBaa who aims to bring the magical world of sleep into people’s consciousness.

With India being deemed the second most sleep-deprived country by a global study and internal studies by Wakefit.co revealing that 1 in 5 Indians believe they have insomnia, sleep-related disorders have become a pertinent lifestyle ailment. However, the focus on sleep health in India is still wanting. Wakefit, with its peppy new campaign, aims to add a dash of excitement and enthusiasm in the space by creating a dynamic world of sleep that helps people take actionable steps towards improving their sleep habits.

Counting sheep to fall asleep has been a cultural reference for a long time. In its endeavor to get people to talk ‘sleep’, it was important for Wakefit to create a strong visual differentiator and depict it through a character that is quirky yet sophisticated and knowledgeable yet fun. ‘BaaBaa’, the sheep, was conceptualized to reflect Wakefit’s brand personality and is a personification of the brand's values, expertise, and experience.

The more you know, the better you sleep, goes the tagline of Wakefit.co’s three brand videos released today. Known for its innovative marketing campaigns – an earlier campaign called OneIndiaOneWakefit was nominated for the prestigious SABRE Awards – Wakefit.co’s brand videos aim to distill the complex science of sleep in short, digestible and witty content. In addition to unveiling BaaBaa, Wakefit has also incorporated subtle branding elements into its website design. For example, the color scheme on the website reflects the last color one sees when the lights are switched off at night, while the fonts resemble those in a fairytale storybook to bring back the nostalgia of peacefully going to bed as a child.

Vineet Gupta, Founding Partner, Spring Marketing Capital, shared his thoughts on collaborating with Wakefit as its brand partners, for this and future campaigns. He said, "Sleep is one of the most important factors impacting a person's health, productivity and success. However, in today's world, sleep is often de-prioritized, taken for granted and riddled with misconceptions. Wakefit was founded as a sleep solutions company and aims to bring sleep back into the consciousness and conversation of Indian consumers. We are thrilled to partner Wakefit in their journey of building a brand that is meaningful, fun and differentiated."

"Wakefit is a truly innovative brand that is disrupting the space of sleep solutions with its unique technology, service delivery, and product offerings. This product segment will never be the same again, with consumers being the ultimate winners. We are truly excited to partner with the team at Wakefit and bring our media, data and measurement capabilities to help build the brand and drive business." said Anand Chakravarthy, Managing Director, Essence.

From offering 100-nights free trial to doorstep delivery to over 19,000 pin codes in India, the Bengaluru-based startup is on a mission to provide a good night’s sleep to every Indian, every night.

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