Mumbai: Did anyone catch a glimpse of Ayushmann Khurrana peacefully enjoying his forty winks and lost in his beautiful dreamland? Recently, a viral video of the actor was doing the rounds online, featuring the talented actor enjoying his power nap, and refueling his energy meter on a set. As netizens got talking about this intriguing clip, Wakefit.co, one of India’s largest D2C home and sleep solutions brands, unveiled Khurrana as its new brand ambassador in its usual quirky and fun tonality.
Known for its off-beat and engaging marketing communication, Wakefit.co has roped in Bollywood’s Mr. Original to create resonance with the progressive yet practical Indian citizen. Besides being the face of the brand and spearheading upcoming campaigns, Khurrana will also help the brand in creating awareness and education about sleep health and its importance in the modern context. In an interesting twist preceding the announcement, the brand’s name was kept under wraps in the behind-the-scenes (BTS) clip to evoke curiosity. This created the perfect backdrop to reveal the association. The reveal was done in a monologue-style format, with Khurrana appealing to people to give due importance to sleep.
In his classic style, Khurrana delivers a sharp commentary titled ‘Sleep India Sleep’ on the pressing problem of sleep deprivation in India. With his dynamism and youthful energy, the actor can be seen urging the audience to prioritise their sleep health and take a pledge to sleep better. This video forms
the initiation of the brand’s partnership with Khurrana and is in tandem with its marketing philosophy which aims to create meaningful conversations about improving the quality of sleep and home among Indians.
Commenting on the association, Khurrana shared, “Wakefit.co's philosophy of creating meaningful and authentic conversations with its audience around home and sleep health is something that I wholeheartedly believe in. I'm excited to join forces with a brand that values innovation and practicality as much as I do. This partnership will be an excellent opportunity to connect with diverse audience groups and help make a positive impact on their lives.”
Speaking on the occasion, Wakefit.co director and co-founder Chaitanya Ramalingegowda said, “We are delighted to have Khurrana as our official brand ambassador, as we believe this will allow us to strengthen our brand identity across multiple regions in the country. The Wakefit consumer persona is that of someone who is progressive yet practical in their lifestyle and their purchase decisions. Khurrana fits that persona perfectly, which makes him the ideal choice as the face of our brand. Wakefit.co shares many core values with Khurrana, whether it is in being innovative with our choices, being truly original and authentic or appealing to a wide demographic and geographic audience base.”
The association with Khurrana aims to sharpen the company’s brand identity even further and build its affinity across the country. The brand recently received its Series D funding in January 2023 and now aims to strengthen its brand-building efforts, expand omnichannel presence and category presence, and scale supply chain operations. In 2022, the company also announced its offline retail expansion and has launched 22 physical stores across the country with plans to open up more than 100 stores by the end of FY24.
