MAM
Wakefit.co Introduces the ‘BaaBaa’ of Sleep to Help Indians Rest Better
Bengaluru: If you know what BaaBaa knows you will sleep better! Have you ever counted sheep in a desperate attempt to fall asleep? Wakefit.co, India’s largest sleep solutions startup funded by Sequoia Capital, will tell you there are better ways to get that elusive beauty sleep. The three-year-old startup unveiled its new brand campaign, #KnowMoreSleepBetter, presenting the affable and all-knowing BaaBaa who will aim to bring the magical world of sleep into people’s consciousness.
Want to get to know BaaBaa? Check these videos out!
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.
Speaking on the launch of the new campaign, Chaitanya Ramalingegowda, Director and Co-founder, Wakefit.co, said, “The sleep industry in India is pegged at INR10,000 crore (growing to INR14,000 crore by 2021), yet there is little innovation in this space. We have witnessed disruption in the nutrition and exercise segments of wellness but sleep has so far been ignored due to the lack of visually appealing representation in the space. The idea of the campaign was to create a world around sleep that is inhabited by cool and likable characters who are eager to unravel the mysteries of sleep and present it in a simple and digestible form The campaign strongly aligns with our brand ethos of making great quality sleep accessible to people across India.”
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, who are partnering with Wakefit, as their integrated media agency.
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.
Brands
Boeing appoints Barun as head of FP&A for global engineering function
Seasoned finance leader to steer budgets and strategy across global centres
BENGALURU: Boeing’s finance cockpit has a new pilot, and he is no stranger to turbulence or transformation. Boeing has appointed Barun as head of FP&A for global engineering, placing him at the centre of financial strategy for its worldwide engineering and technology operations.
Based in Bengaluru, Barun steps into a role that is as expansive as it is critical. He will serve as the primary finance lead for Boeing’s Engineering and Technology Centers globally, working closely with executive leadership to shape financial decisions, manage complex budgets, and design scalable finance processes that support the company’s growing engineering footprint.
In a note announcing his move Barun said, “I’m excited to share that I’ve joined Boeing Global Engineering. This opportunity is incredibly meaningful to me not just from a professional standpoint, but also for what Boeing represents globally.” He added that he looks forward to contributing to an organisation that continues to shape the future of aerospace and innovation.
Barun’s mandate spans strategic financial leadership, operational oversight, and stakeholder engagement. From directing large-scale budgets and schedules to influencing long-term organisational goals, the role blends financial discipline with business foresight. He will also lead cross-functional teams and partner with finance colleagues worldwide to support engineering programmes across geographies, including India.
The appointment caps a long stint at Juniper Networks, where Barun spent over a decade, most recently as finance senior manager. There, he led FP&A for global product business units and G&A functions, driving budgeting, forecasting, and long-range planning. He also played a key role in enterprise-wide transformation, including spearheading an Oracle to SAP ERP migration and building advanced analytics capabilities using tools such as Tableau and SAP Analytics Cloud.
His earlier career includes finance leadership roles at Sony India Software Centre, Cognizant Technology Solutions, and Mphasis, where he focused on financial planning, governance frameworks, and operational efficiency across global delivery centres.
A chartered accountant from the Institute of Chartered Accountants of India, Barun brings nearly two decades of experience across financial planning, digital transformation, and analytics-led decision making.
His appointment comes at a time when global engineering operations are becoming increasingly complex and distributed, requiring sharper financial oversight and agile planning. With Barun at the helm of FP&A for engineering, Boeing appears to be tightening its financial playbook as it looks to scale innovation with discipline.
