Wakefit’s #Gaddagiri pokes fun at Deepinder Goyal’s chief of staff job post

Why do good people make bad decisions, engage in unnecessary conflicts, or land in embarrassing situations? Wakefit.co, India’s leading D2C sleep and home solutions brand, believes the answer isn’t bad intentions—it’s bad sleep. In its latest campaign, #Gaddagiri, Wakefit.co delves into how sleep deprivation, not personality, often triggers irrational behavior.

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The campaign launched today with a brand film that humorously explores how a sleep-starved mind can hijack even the most sensible people, causing them to act in ways they otherwise wouldn’t. #Gaddagiri presents this insight with relatable scenarios, pop-culture references, and a lighthearted tone, urging audiences to see poor sleep as the true antagonist.

The first film in the series showcases a fictional “leaked” interview between a high-profile CEO and an enthusiastic job candidate. As the story unfolds, the CEO—clearly deprived of sleep—starts making bizarre comments, turning a regular interview into a comedic disaster. The tagline, “Lafda tab hota hai, jab tum barabar nahi sota,” captures the heart of the campaign: people aren’t the problem; sleeplessness is.

Kunal Dubey, CMO, Wakefit.co, explains the core insight of the campaign: “At Wakefit.co, we believe that poor decisions don’t stem from bad intentions but from an exhausted mind. Sleep deprivation often transforms rational individuals into their worst selves, impacting relationships, careers, and even society at large. Through #Gaddagiri, we’ve used humor to unpack this serious issue and show how quality sleep can prevent such outcomes. Our mission is simple: to help people sleep better so they can live better—and make decisions they won’t regret.”

With #Gaddagiri, Wakefit.co is spotlighting the critical role sleep plays in shaping behavior and decision-making. By humorously reframing poor judgment as a result of poor sleep, the campaign encourages people to prioritize rest and invest in solutions like a comfortable mattress. Whether it’s CEOs making high-stakes calls or everyday individuals managing life’s complexities, Wakefit believes that good sleep can lead to better decisions.

Also Read: Wakefit.co launches ‘Do Se Dhai’ campaign following its ‘Right to Nap’ policy