There was a time when mattresses, bedsheets, and other sleep-related products could only be purchased from local stores. However, with the digital revolution, everything is now available online. While Sleepwell, one of India’s leading mattress brands, has been around since 1971, today’s focus is on a new-age disruptor that has taken the industry by storm—Wakefit.
This homegrown brand, founded in 2016 by Ankit Garg and Chaitanya Ramalingegowda, has emerged as a serious competitor to industry giants like Sleepwell and Kurl-on. Let’s dive into how Wakefit’s innovative marketing strategy helped it stand out and rise to prominence among India’s top emerging brands.
Wakefit’s Approach: D2C (Direct-to-Consumer)
Wakefit entered the market with a clear vision—to provide high-quality mattresses and home furniture at affordable prices. Instead of relying on traditional distribution channels that involve multiple intermediaries, Wakefit adopted the Direct-to-Consumer (D2C) model, effectively cutting out middlemen. This not only helped the company keep costs low but also ensured that consumers received top-quality products at competitive prices.
By leveraging e-commerce platforms and its own website, Wakefit streamlined the buying process, making it convenient for customers to browse, purchase, and receive doorstep delivery with ease. This strategic approach gave Wakefit an edge in a market where affordability and accessibility are key.
The Power of Content Marketing and Storytelling
Wakefit recognized the immense potential of content marketing and storytelling early on. Unlike traditional brands that relied heavily on conventional advertisements, Wakefit chose to educate customers about the science behind good sleep. The brand created engaging content that highlighted the importance of sleep health, ergonomic mattress design, and the role of comfort in productivity.
One of its most notable campaigns was the “Sleep Internship Program,” which gained massive traction online. This campaign not only created brand awareness but also encouraged audiences to rethink the significance of quality sleep. To further enhance its credibility, Wakefit brought on board Bollywood actor Ayushmann Khurrana as a brand ambassador, reinforcing its message in a relatable and engaging manner.
Digital Media and Relatable Advertising
Wakefit’s marketing strategy is deeply rooted in digital media, making it one of the most prominent brands on platforms like Instagram, X (formerly Twitter), and YouTube. The brand thrives on humor and relatability, using witty and engaging advertisements that directly address modern lifestyle challenges such as work-from-home fatigue and sleep deprivation.
Meme marketing has been a game-changer for Wakefit, allowing it to tap into younger audiences effortlessly. Viral campaigns like “Sleep Internship” played a crucial role in enhancing brand recall and driving sales. By leveraging funny video content, trending topics, and interactive campaigns.
Wakefit most viral and successful campaign starring Lord Bobby Deol in a TVC, showcasing importance of back support. They also collaborated with Poonam Pandey after her PR stunt of faking her death. These funny yet engaging content built a strong connection with its target audience, making its brand more approachable and engaging.
Have you thought about how Influencer Marketing plays a major role in a brand’s success?
Building a Community with Influencer Marketing
Influencer marketing has been a significant pillar of Wakefit’s success. The brand collaborated with lifestyle influencers, health experts, sports bloggers, and popular YouTubers to promote its products authentically. User-Generated Content (UGC) played a crucial role in enhancing brand credibility, as real customers shared testimonials, product reviews, and their personal experiences with Wakefit mattresses.
This organic engagement helped Wakefit reach new audiences and build a loyal customer base. The brand’s emphasis on real experiences rather than scripted promotions made it stand out in an era where consumers trust peer recommendations more than traditional advertisements.
Customer-Centric Approach and the Role of Reviews
One of Wakefit’s most impactful marketing moves was its transparent and customer-centric approach. The company understood that trust is a key factor in online shopping, especially for products like mattresses. To address customer concerns, Wakefit introduced a 100-night free trial policy, allowing buyers to test the mattress risk-free.
This move not only boosted sales but also reinforced consumer confidence in the brand. Additionally, Wakefit actively engages with customer feedback on social media and e-commerce platforms, promptly addressing queries and complaints. This openness to customer interaction has helped Wakefit build strong credibility and establish itself as a reliable brand in the sleep industry.
Offline Expansion and Omnichannel Growth
Although Wakefit initially gained traction as an online-only brand, it soon recognized the importance of an omnichannel retail strategy. By setting up experience centers across major cities, Wakefit allowed customers to physically test products before making a purchase. This offline expansion further enhanced brand visibility and credibility, placing Wakefit alongside legacy brands in the mattress industry.
The combination of digital and offline presence enabled Wakefit to reach a wider audience and strengthen its foothold in the competitive market. As a result, the brand successfully transitioned from an e-commerce startup to a well-established household name in India.
Final Thoughts
Wakefit’s success story is a testament to the power of innovative marketing, digital engagement, and customer-centric strategies. By leveraging meme marketing, influencer collaborations, educational content, and relatable advertising, the brand managed to carve out a unique identity in a highly competitive industry.
Wakefit’s ability to evolve with digital trends and adopt the latest marketing strategies has played a crucial role in its journey from an underdog to one of India’s top mattress brands. Brands looking to make a mark in the market can certainly take inspiration from Wakefit’s approach. If you are a brand who is looking for the best digital marketing agency in Mumbai, then make sure you get in touch with us. Come, fill out the form real quick, “CONNECT” now. Let’s talk!
