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
ABBY Awards 2026 names 3 jury chairs across digital, PR and publisher
Aditiya, Dharmaraj and Puri to lead key categories at Goafest 2026
MUMBAI: The Ad Club has announced the appointment of PG Aditiya, Deepshikha Dharmaraj and Pavita Puri as jury chairs for the Digital, PR and Publisher categories respectively at the ABBY Awards 2026, powered by The One Club and The One Show.
The awards are set to take place during Goafest 2026 from May 20 to 22 at Taj Cidade de Goa Horizon, bringing together some of the biggest names in advertising and marketing.
PG Aditiya, founder and CCO at Talented, will chair the Digital jury. A former chief creative officer at Dentsu Webchutney, he now leads Talented, an employee-owned independent agency known for its unconventional structure and award-winning work for brands such as Meta, Google, Britannia and Tanishq. The agency has also been recognised as a global ‘Best Place to Work’ by Campaign magazine for two consecutive years.
In the PR category, Deepshikha Dharmaraj, CEO at Burson Group India, brings over three decades of experience in public relations and integrated communications. She oversees multiple entities including Burson Genesis, GCI Health India and Hill & Knowlton India. Known for her strategic counsel and leadership, Dharmaraj has also served as president of industry bodies such as PRCAI and PAFI, and has been a jury member at global platforms including Cannes PR Lions and D&AD Awards.
Pavita Puri, chief brand and marketing officer at The Indian Express Group, will chair the Publisher category. With over 15 years of leadership experience, she has been instrumental in driving the group’s transition into a digital-first media powerhouse, overseeing brands such as The Indian Express, Financial Express, Loksatta and Jansatta. Her earlier stints in advertising include roles at Rediffusion and Lowe India, where she handled marquee clients across sectors.
The appointments reflect a strong mix of creative, communications and media expertise, underscoring the awards’ focus on recognising excellence across evolving industry segments.
As the industry gears up for Goafest, the ABBY Awards 2026 promise to spotlight standout work, with seasoned leaders at the helm of jury deliberations shaping the benchmark for creative excellence.
