AD Agencies
Mattress firm Wakefit throws down the gauntlet to Netflix in battle for India’s shut-eye
MUMBAI: In a ballsy marketing campaign that’s got the attention of the advertising world, Indian mattress maker Wakefit has taken a full-page broadside at streaming behemoth Netflix, cheekily positioning the US giant as its direct competitor in the battle for Indians’ bedtime hours.
The eye-catching advert, splashed across mainline newspapers nationwide, references Netflix co-founder Reed Hastings’ infamous 2017 quip that “sleep” was their biggest competitor—a joke that’s turned into a bloody nightmare for millions of Indians, according to Wakefit.
“In India, the joke came true,” proclaims the advert with undisguised glee. “According to Wakefit’s Great Indian Sleep Scorecard 2025, 51 per cent Indians blame binge-watching for late nights, and one in three of us have insomnia. Happy now, Mr Co-founder?”
The cheeky campaign, timed to coincide with World Sleep Day which was on 14 March, sees Wakefit positioning itself as the plucky David to streaming’s Goliath, declaring “sleep a.k.a. Wakefit is competing back” with what the company has dubbed “sleep-tech vs screen-tech” and “now sleeping vs now streaming.”
Wakefit co-founder Chaitanya Ramalingegowda didn’t stop at print. The savvy entrepreneur took to social media with a video of himself reading the advert, further amplifying the message that’s struck a chord with knackered Indians nationwide.
“May ‘du-dumm’ become the sound of India crashing on a Wakefit mattress,” the advert proclaims in a cheeky reference to Netflix’s iconic sound logo. “The road is long. It may take several seasons to beat the competition. But this show is never getting cancelled.”
Not content with mere verbal sparring, Wakefit is backing its fighting talk with action, offering punters up to 55 per cent off all mattresses until 16 March—a commercial sweetener that’s got cash-conscious consumers sitting up in their beds.
The campaign dovetails perfectly with this year’s World Sleep Day theme: “Make Sleep Health a Priority.” The annual awareness day, organised by the World Sleep Society, aims to elevate conversations around sleep health globally at a time when digital distractions are at an all-time high.
Industry analysts are calling Wakefit’s campaign a masterstroke in challenger brand marketing. By positioning streaming giants as the villain in India’s sleep crisis narrative, the mattress maker has effectively elevated itself from flogging bedroom furniture to championing a public health cause.
With Netflix raking in billions globally while Indians increasingly struggle to catch their forty winks, Wakefit’s provocative question—”Happy now, Mr Co-founder?”—might just be keeping a few streaming executives up at night for a change.
AD Agencies
AdTrust Summit 2026 to examine trust, AI and Gen Alpha in advertising
Two-day summit in Mumbai to explore ethics, regulation and the future of advertising trust
MUMBAI:Â At a time when advertising is navigating a delicate trust deficit, the Advertising Standards Council of India is preparing to bring the industry to the table. On 17 and 18 March, the body will host the inaugural AdTrust Summit 2026 in Mumbai, a two-day gathering designed to spark conversation around responsibility, regulation and credibility in modern advertising.
The summit, to be held at the Jio World Convention Centre in Bandra Kurla Complex, will bring together leaders from advertising, media, technology and policy to examine how brands can build trust in a marketplace increasingly shaped by algorithms, influencers and artificial intelligence.
In an age of deepfakes, dark patterns and blurred lines between content and commerce, the question is no longer just how brands capture attention, but whether audiences believe what they see. The AdTrust Summit aims to unpack that challenge.
Day one will turn its attention to the youngest digital natives. Titled Decoding Gen Alpha, the session will unveil ‘What the Sigma?’, a study by ASCI and Futurebrands Consulting that explores how children growing up in a hyper-digital environment encounter advertising and commercial messaging.
The report presentation will be delivered by Santosh Desai, founder and director at Think9 Consumer Technologies and a social commentator known for his insights into consumer behaviour. The discussion that follows will attempt to decode how Gen Alpha consumes media, interacts with brands and navigates the growing overlap between entertainment and marketing.
In a move that mirrors the subject itself, two Gen Alpha students will also join the conversation, offering a rare perspective from the generation advertisers are trying to understand.
The second panel of the day will shift the focus from observation to implication, asking what the report’s findings mean for brands, agencies and society. Speakers include Karthik Srinivasan, communications strategy consultant; Preeti Vyas, president at Mythik; and Abigail Dias, associate president planning at Ogilvy. The session will be moderated by Sonali Krishna, editor at ET Brand Equity.
Day two moves from insight to regulation. Under the theme From Compliance to Trust, ASCI will release its Ad Law Compendium, a comprehensive guide to India’s advertising regulations.
The day will open with a keynote by Sudhanshu Vats, chairman at ASCI and managing director at Pidilite Industries, followed by a chief guest address by Sanjay Jaju, secretary at the Ministry of Information and Broadcasting.
Legal experts from Khaitan & Co., including Haigreve Khaitan, senior partner, and Tanu Banerjee, partner, will present an overview of the current advertising law landscape in India and examine whether existing frameworks are equipped to deal with emerging technologies and formats.
Subsequent panels will explore issues increasingly shaping the industry’s ethical compass. Conversations will range from the limits of persuasive design and the rise of dark patterns, to the growing scrutiny brands face from digital creators and consumer watchdogs.
One session will also feature Revant Himatsingka, widely known online as the Food Pharmer, whose critiques of packaged food brands have sparked debate around transparency and corporate accountability.
Later discussions will turn toward media literacy among Gen Alpha, asking how children can be equipped to navigate a digital world where gaming, content and commerce are becoming indistinguishable.
The summit will conclude with a final panel on the future of advertising, bringing together voices from agencies, legal circles and technology platforms to discuss how innovation, intelligence and integrity can coexist.
For an industry built on persuasion, trust has always been its quiet currency. But as audiences grow more sceptical and digital ecosystems more complex, that currency is under pressure.
Events like the AdTrust Summit suggest the advertising world knows it cannot afford to take credibility for granted. The real challenge now is turning conversation into commitment.
