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<ul><li>Wakefit reminds consumers that carpenters should be appreciated for their art in our country. </li><li>It captures the struggles of being a retail carpenter in an online world through a character named Babloo Artist, played by Vijay Raaz. </li></ul>After Wakefit’s well-known Sleep Internship campaign established how important a good night's sleep is, its latest campaign uses wit and humor to remind the audience that carpenters are artists, too. Starring Vijay Raaz, the ad walks us through Artist Babloo’s predicament of being a retail carpenter in an online world. He talks about how consumers can be complex and trying to understand their behaviour is quite a task. He says that they want something that 'looks expensive, but is affordable in reality.' They want furniture like Taj Mahal on a limited budget but nobody cares about art, the artist behind it or the effort that goes into making it. <div type="Youtube" id="bU1twBueBRw" title="Wakefit presents Home Furniture! Ft. Vijay Raaz as Artist Babloo | Wakefit" thumbUrl="https://i.ytimg.com/vi/bU1twBueBRw/mqdefault.jpg"></div> Consumers look up furniture designs online and reach out to Babloo hoping to get an exact replica but are never willing to loosen their purse strings. Babloo was struggling to survive in a volatile market, where no one appreciated his art or paid him enough for his efforts. That’s when he stumbled upon Wakefit.co. He partnered with the brand and brought his fondness for art into every piece of furniture he assembled at consumer's doorstep. Babloo realises that the public starts appreciating his piece of art once he offers them a deal that fits in their budget and meets quality standards. Soon, Wakefit’s Babloo doesn’t even have the time to take a loo break, online orders keep him busy.

Wakefit’s campaign captures the struggles of being a retail carpenter in an online world, where no one appreciates the artist behind the piece of art

<ul><li>Wakefit launched in 2016 and was built on the tenets of innovation, research, customer feedback, and quality supervision.</li><li>On the back of effective marketing and an innovative line of products, the startup is confident of earning ₹220 crore in revenue in FY20.</li><li>Chaitanya Ramalingegowda, Co-founder and Director, Wakefit.co walks us through the startup’s marketing and growth strategy.</li></ul>Wakefit.co, a sleep solution company that has been in existence since 2016, went viral for a clever campaign it came up with recently. The startup was offering to pay ‘sleep interns’ ₹1 lakh for sleeping at their job, literally. Candidates were expected to sleep for 9 hours on their mattress for 100 days. The objective? To analyse sleep patterns to come up with products better suited to solve consumer pain-points. That the initiative was a success is perhaps clear from the kind of attention it got, not just in India, but abroad too. And now that the startup has captured people’s attention, it wants to start building conversations around sleep health while educating people about the importance of a good night’s sleep. The mattress industry, that is poised to cross ₹14,000 crore by 2021, has largely been an unorganized sector, with lots of local players. It is also a segment that hasn’t witnessed a lot of innovations in the recent past. That is where Wakefit wants to make a difference. We recently caught up with Chaitanya Ramalingegowda, Co-founder and Director, Wakefit.co. He spoke to us, not just about the brand’s journey so far but about its upward growth trajectory in the past few years. While the startup ended FY 17 at ₹6.75 crore in revenue, it is confident of making ₹220 crores in revenue in FY20. He also spoke to us about the marketing strategies it will employ to ensure that people take their sleep, or the lack of it more seriously. Edited excerpts: Q) Your 'Sleep Internship' campaign has turned out to be quite a clever way of capturing the attention of the media and consumers alike. What was the thought behind the initiative? What kind of reactions are you seeing to it? We are a sleep solutions company – passionate about sleep and one of our key objectives is to bring sleep into the everyday consciousness of people. The most common casualty of our fast-paced, social media fuelled lives is our sleep. As a company we wanted to remind people about the importance of a good night’s sleep and spark organic conversations about the need to make sleep a health priority without sounding too preachy or boring. At Wakefit.co, we celebrate the love for sleep and wanted to applaud people who are as obsessed about sleeping well as we are. This spurred the idea of the sleep internship campaign. The initial reaction towards this internship was complete disbelief and we saw many people disregard the authenticity of the campaign and considered it a hoax. However, over time, as we addressed each query and skepticism, we began receiving queries about the JD, KRA, performance measurement etc., and soon we were inundated with applications for the job. Interestingly, many were sceptical of being able to sleep for about 9 hours every night (a key performance indicator in this internship), which is a sign of the unhealthy lifestyle habits of our generation Q) What has your marketing strategy been so far? How have you been communicating with your consumers? Our marketing strategy stems from the business focus on customer-centricity. Our key objective has been to understand customer pain points and gaps in the sleep solutions market and our core strategy has been to take an educative stance of ‘The More You Know; The Better You Sleep’. This essentially means that a significant focus of our marketing strategy is on educating people about the knowledge and science of sleep and empowering them with information to do their own research and take a decision that is best for them. The ‘Sleep Internship’ campaign is based on this larger strategy and endeavours to make sleep health a topic of conversation and action in households. Q) You launched Wakefit in 2016. How has the journey been so far, considering you have entered a space that has quite a few well-established players? We launched in 2016 with a vision to help India sleep better. Unlike other players in the market, our company philosophy is built on the tenets of innovation, research, customer feedback and quality supervision. Beyond everything, we believe that a good sleep is not just a rich person’s dream. Despite the Rs 10,000 crore market which is growing steadily to cross Rs 14,000 crore by 2021, the mattress industry is a segment that largely comprises unorganized players. This is also an industry that has not witnessed much innovation until recent years. Additionally, this industry is also characterised by numerous gaps at various points from pricing, quality adherence to standardisation. This drove us to start a company that endeavors to beat and surpass existing industry norms. Our direct-to-consumer business model looks at sleep from a holistic standpoint. Wakefit.co was launched with the idea of bringing sleep solutions to people at affordable prices and to raise awareness about the science behind a ‘restful sleep’. In order to do this, we structured our business in a way that it democratized our products and made it affordable for the masses. Our products are designed and priced such that they are accessible to a household with a monthly income of Rs 30,000 and above. Q) How has the 2019 been for Wakefit, in terms of performance - sales and growth? We have been fortunate to record encouraging growth numbers with a 3x rise year-on-year in revenues. Having gone from recording Rs 6.75 crores in FY 2017 to posting revenues of Rs 27 crores in FY 2018, we have maintained our growth trajectory to close FY 2019 at Rs 81 crores and are expecting to close FY 2020 at more than Rs 220 crore. This growth has come at a rapid and sustainable pace, with over 5 lakh customers catered to as of 2019. This has been achieved by a strong 600+ member team that has strived to uphold the principles of product excellence and customer-centricity. We service over 19,000 pin codes across India and have carried out business operations across the country, having maintained EBITDA profitability since inception. Q) In the next year are you going to modify your marketing strategy? Will you be using the traditional mediums to reach out to your consumers? We don’t really intend to change our larger marketing strategy, which is to use out-of-the-box and creative ways to bring sleep back into public consciousness. We will continue to concentrate on our core value of empowering customers with accurate information and presenting it in an interesting manner. As a fairly young company, we definitely believe in the integrated marketing communication model and will employ the optimal marketing mix to get the best possible results. Digital media will continue to be a key focus, with specific emphasis on content marketing. On-ground activations and traditional media will also be marketing drivers in the year to come. Q) You call yourself a sleep solutions company. How are you different from other players? We are a company which is constantly innovating based on consumer data and feedback. In fact, when Wakefit.co was launched, Ankit and I had personally delivered the first 100 mattresses to understand customer mindsets. Our strength and differentiation will continue to be our razor sharp focus on doing what is best for our customers. Research, both national and global, point to the fact that Indians are sleeping less and sleeping on poor quality products. They’re sleeping less due to increasing levels of stress while sleep-related products available in the market are either of poor quality or are extremely expensive. This is where we come in, with a motive to provide cutting-edge sleep products, educate people further and become thought leaders in this not-so-organised sector. We are aiming to spark conversations and create awareness around the space, which is likely to benefit the entire ecosystem. Another key focus area for us is to create a pioneering umbrella company where all of a customer’s sleep needs are taken care of, rather than them having to buy different products from different companies. Q) What kind of growth have you been witnessing since your launch? Our growth numbers, since inception, have been as below <ul><li>Ended FY 2017 at Rs 6.75 crore in revenue</li><li>Ended FY 2018 at Rs 27 crores in revenue</li><li>Ended FY 2019 at Rs 81 crores in revenue</li><li>On track for FY 2020 for Rs 220 crores in revenue</li><li>More than 5 Lakh customers served over 4 years </li></ul>Q) What new can we expect from Wakefit.co in the next few months/quarters? We are looking at the year 2020 as a year of growth and our focus will continue to remain on educating and spreading awareness around sleep health. We are aiming to create further thought leadership focused conversations through our future campaigns and like our previous campaigns, they too will be fun, witty and engaging. Sleep is an often misunderstood and a highly debated topic in healthcare, but today there is a gradual shift of perception and this topic is slowly coming under the healthcare spotlight. We intend to leverage this and be at the forefront of this change in conversation. Additionally, we will also look to expand our product portfolio in the next few quarters. Q) What is your vision for Wakefit.co? Where do you want to take it in the next few years? Any plans of expanding to global markets? Our vision is to enhance the quality of sleep among Indians and make great quality sleep affordable for households with a monthly income of as low as Rs 30, 000. At the moment, we are looking to penetrate deeper into the Indian market and make great sleep accessible to as many Indians as possible. We are especially looking at Tier II and Tier III cities as growth drivers, which currently constitutes about 25% of our business. Q) Are you already making profits? If not, by when do you expect to become profitable? With our current business model and financial prudence, we have remained profitable since 2016.

How Wakefit.co is using marketing to make sleep health a topic of conversation in every household

<ul><li>With <keyword id="6426726" type="PERSON" weightage="20" keywordseo="valentine">Valentine</keyword>’s Day around the corner, it is finally that time of the year when you let your loved ones know just how much they mean to you or look yourself in the mirror and remind yourself that you are totally worth it. </li><li>Whether you are spending your Valentine’s with your partner or at home with your pets and loved ones, Indians brands have got you covered. </li><li>Here are some of the best Valentine’s Day campaigns we came across this year. </li></ul>The season of love is here and it’s all about making it extra special for our loved ones. As confessions of love begin, some find themselves at the start of a beautiful journey with their special someone and some will spend their day with Netflix, order in a burger and gift a bottle of wine to themselves. So, this Valentine’s Day, Indian brands made sure they talk to both kinds of audiences and leave no stone unturned to win them over. However, with the pandemic still in the picture, brands have rethought their Valentine’s Day pitches this year to make it a little more at-home friendly. Social media is also abuzz with campaigns, hacks, and to-do lists on how people can make their loved ones feel special. Here are a few campaigns that we liked, in no particular order: Lay’s <div type="Youtube" id="gSRWXRZSkb4" title="Yeh Waala Yaad Rahega!" thumbUrl="https://i.ytimg.com/vi/gSRWXRZSkb4/mqdefault.jpg"></div> Wakefit <div type="Youtube" id="byVwSe1B8fA" title="The Single Song | Valentine's Day New Song I Piya Milan Band | Home Time" thumbUrl="https://i.ytimg.com/vi/byVwSe1B8fA/mqdefault.jpg"></div> Burger King and Foxymoron <div type="Youtube" id="HPRCq05IscM" title="Burger King | ''#DateTheWhopper&quot; by Sima Taparia" thumbUrl="https://i.ytimg.com/vi/HPRCq05IscM/mqdefault.jpg"></div> Britannia Little Hearts And Wunderman Thompson India <div type="Youtube" id="Ht283gmHwUY" title="Little Hearts: The Gift" thumbUrl="https://i.ytimg.com/vi/Ht283gmHwUY/mqdefault.jpg"></div> Condom Alliance and Tonic Worldwide <div type="Youtube" id="qyk_V8GhZps" title="#KaunDumbHai | #SafeSex | Smart bano Dumb nahi | Condom hai Smart Choice" thumbUrl="https://i.ytimg.com/vi/qyk_V8GhZps/mqdefault.jpg"></div> Cadbury Dairy Milk Silk <div type="Youtube" id="Exuf6GK8JqY" title="Cadbury Silk – Love in Store ❤️" thumbUrl="https://i.ytimg.com/vi/Exuf6GK8JqY/mqdefault.jpg"></div> Dunzo <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> OYO <div type="twitter" handle="oyorooms" handlename="OYO" image="http://pbs.twimg.com/profile_images/1336945719781945344/WyBChLdY_normal.jpg" favoritecount="25" retweetcount="5" status="Relationships are in a long term relationship with #OYO. Just like these two cuties.#YeRishtaHaiKhiska… https://t.co/xWLBtbH6qT" createdat="1612536531000" id="1357702732744806400"></div> Nykaa <div type="Youtube" id="6w---2Xut5M" title="#AddToHeart ft. Shreya Dhanwanthary | Love Story | Valentine's Day Short Film | Nykaa" thumbUrl="https://i.ytimg.com/vi/6w---2Xut5M/mqdefault.jpg"></div>

How Indian brands tried to win their consumers’ hearts this Valentine’s Day

<ul><li>Livpure, a 2012-company known for Air Conditioners and Water Purifiers, has forayed into the <keyword id="10332367" type="UNKNOWN" weightage="20" keywordseo="sleep-and-wellness-category">Sleep and Wellness category</keyword>. </li><li>We speak to Pritesh Talwar, CEO of Livpure, to find out about the challenges of launching during a global pandemic, plan to face existing competition in the category of mattresses, rising demand for Ayurveda and vision for the newest venture. </li></ul>When the whole brandverse was shifting its marketing monnies from traditional to digital mediums and shutting their stores during the lockdown, Livpure was testing the waters to launch a new product range. It realised that people are going to be stuck at homes for a longer period of time and home products are its specialty. So, it thought it would be the right time to offer a product that would make relaxing easier for consumers, remind them to maintain a proper sleep routine and eventually help them cope with stress, handle anxiety, concentrate and stay optimistic. After putting in almost two years of research, 8-year-old Air Conditioners and Water Purifiers company officially announced its entrance into the Sleep and Wellness category recently. Pritesh Talwar, CEO, Livpure, said, “There are a few facets of the business that are our guiding force. One of them is around health and wellness in general. The other two are around innovation, change and eco-consciousness. And in today’s fast-paced world, life is getting more hectic while sleep is becoming more disturbed. A lot of us do not know the consequences of less than ideal sleeping experiences over a prolonged period of time. However, this can cause several lifestyle ailments like backaches, anxiety, impaired immunity, etc. With <keyword id="10332366" type="COMPANY" weightage="20" keywordseo="livpure-sleep">Livpure Sleep</keyword>, we have introduced products including memory foam mattresses and pillows that together create the perfect environment for you to sleep like a baby!” Since Livpure already existed in the home segment, Sleep and Wellness, as Talwar said, was an interesting extension to look at. He said, “We eventually want to get to a platform where a lot of these smart devices (Water Purifier, AC, Mattresses) are talking to each other. It's an aspirational state. Given we are in the home category, we understand a little bit about the dynamics, we do have a very strong dealer distributor network, we thought that it would be a good experiment or a good business to look at. And the more we dug in, the more the principles not only on the product side, but also the principles of the brand aligned with this segment.” But why did the brand take so long to launch its products? Talwar said arranging resources was a challenge during the lockdown. “We have been working on internal R&amp;D for about two years. Our plan was actually announced earlier but given the corona situation, a lot of strategic projects got pushed out. That's why we started in July. As you know, the money is not sitting in the bank, we have to liquidate different things and find different ways to invest money in this particular segment. Across the industrial sector, there was a lot of liquidity crunch. So, investments were stuck and projects were not getting close or revenue was not achieved. So we had to delay the launch. But R&amp;D continued on a smaller scale. So we were able to at least crack a few interesting cloud projects, like the hybrid mattress, or the carbon pillow that you launched a couple of weeks back,” said Talwar. Adding to the other challenges that Livpure had to face to set up its business extension, Talwar said, “We are building a new segment, which we want to be a core segment, in addition to scaling it at the same time. So in the first two or three months, our focus was to get some of the product landing on the platform, figure out the back end, which is operations and supply chain. We didn't really push hard on creating a buzz per se. We were doing soft launches through our own Marketing Channels but most recently, we signed up with Sachin Tendulkar. He will be endorsing our three businesses as well. So that will be a more soft launch for at least the remaining part of November and December. And then we'll do a little bit more detailed launch at some point early next year.” Marketing Plan Livpure smartly soft-launched the product into the market in June when lockdown was still in place through e-commerce and started creating a little noise in the market in September. The brand is planning to go slow this year and will increase its marketing noise in 2021 with brand ambassador Sachin Tendulkar. It has already allocated four different warehouses for its Sleep business in India and all of this amid a global pandemic. It also acquired 10,000 users for Livpure Sleep. “I would say we have about 10,000 customers already in the last four months or so. And we are definitely experiencing double digit growth. And for the next four or five months, we plan to keep growing at least 40%,” shared Talwar. Livpure has started by targeting metro and Tier-I cities but would eventually go deeper into the market. Talwar said, “We are not going for a complete mass market. So we really do not sell below Rs 4,500 price point. But we will definitely go mass-premium. Later, once we start going offline, which is the 90% of the market in the sleep category, we have to go upstream and downstream. So then everyone who needs a mattress sort of falls into that bucket.” Organised and unorganised put together, the <a href="https://www.businessinsider.in/advertising/brands/article/centuary-mattresses-aims-to-expand-its-market-share-to-13-in-fy21-perform-even-better-than-last-year/articleshow/78623442.cms">mattress </a>industry in India is currently worth Rs 10,000 crore and only about 40% of the market is occupied by organised players like Wake.fit, Centuary Mattresses, Duroflex who offer more affordable options. Talwar is optimistic that their expertise in innovation and home products will give Livpure an edge. “We have a little bit of legacy because of Livguard and the brand is already known in the market. If you look at our recent water purifiers, some of them are very innovative and one in a kind. So people understand and associate the brand with credibility and longevity. We are trying to hit that same note with our products -- not only via the legacy but if through our products and our own unique value proposition. So, at the end of the day, we want the product to talk. We spend a lot of time on R&amp;D for each and every product and we tailor that to the key pain point of the customer suffering. And then get it in the right price point. So a lot of our products are very price competitive but we offer a lot more value in that product,” said he. Demand for immunity-based products Livpure announced its new product range launch with Ayurvedic Mattresses, a space it always wanted to experiment with. Ayurveda has also been the hot topic of discussion in 2020, much due to its usefulness as an immunity booster against COVID. So much so, that recently, The Rajya Sabha passed the Institute of Teaching and Research in Ayurveda Bill, 2020. Telling us the thought behind launching Ayurveda mattresses first, Talwar said, “Ayurveda is something that we were looking at, to introduce in some of our products. It has already entered various segments like food or cosmetics. So there was a white space we observed and especially in India, that there is no Ayurvedic influence in the sleep product category, you might find supplements but there is no product. So there was an opportunity we noticed in this category. And I think there's also growth in a consumer who is interested in organic and natural products. We have been observing that trend also. So those two reasons and it's all about timing. Aligning these two ideas, we thought that was a good time to start testing on the product. So the development has been happening for more than a year. We have also filed a utility patent for this product.” It will eventually launch more eco-friendly products and smart mattresses that can adjust its temperature automatically by analysing customer’s changing body temperature. Vision for the brand The company will continue to launch more environmentally-friendly products and building a safer world for the future generations. Sharing his vision for Livpure Sleep, Talwar said, “For our sleep segment, I would say that in the next three years, the guidance from our chairman, Mr. Rakesh Malhotra, Chairman and Founder of Livpure, is to make our category into the top five businesses in the country. So that's the target. We are not here to be small players. We have been investing not only in R&amp;D budgets but we have Sachin onboard as well. So we are going to be among the top five players in the 3 next years as we grow.” Livpure will also focus on increasing its offline presence by targeting one regional base in 2021, starting with metro cities.

You Searched For "wakefit reminds consumes" and got 4 results

Wakefit’s campaign captures the struggles of being a retail carpenter in an online world, where no one appreciates the artist behind the piece of art

Karuna Sharma

How Wakefit.co is using marketing to make sleep health a topic of conversation in every household

Samarpita Banerjee

How Indian brands tried to win their consumers’ hearts this Valentine’s Day

BI India Partner

Air Conditioner and Water Purifier brand Livpure is aiming to become one of the top five players in Sleep and Wellness Category by 2023

Karuna Sharma

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