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Wakefit.co’s ‘Andar ke Bacche ko Jaga’ Campaign Blends AI and Creativity

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Wakefit.co, a leading sleep solutions brand in India, has launched its latest campaign titled ‘Andar ke Bacche ko Jaga,’ which combines the power of artificial intelligence (AI) and creativity. The campaign features Ayushmann Khurrana, the brand ambassador for Wakefit.co, in both his present age and a digitally created kid version of himself. The campaign aims to highlight the brand’s commitment to promoting healthy sleep habits and the positive impact it has on individuals.

‘Andar ke Bacche ko Jaga’: The Power of AI and Creativity Combined

Wakefit.co collaborated with Spring Marketing Capital, Twilight Entertainment, and director Vasan Bala to create a visually captivating TV commercial (TVC). Moreover, to create the kid version of Ayushmann Khurrana, the brand employed AI techniques and computer graphics. Using an age progression tool and deep learning AI programs, Wakefit.co transformed Ayushmann’s current pictures into a 360-degree computer-generated (CG) model of his younger self. The result is a seamless representation of the actor’s energetic childhood persona, complete with lifelike skin tones and expressions.

Captivating Imagery: Ayushmann Khurrana’s Energetic Kid Avatar

The campaign’s central theme is that a good night’s sleep on Wakefit.co’s Orthopedic Memory Foam mattress can rejuvenate individuals. It aims to awaken their inner child-like energy through the innovative Shape SenseTM technology. Therefore, through the TVC, Wakefit.co blurs the line between imagination and reality. It showcases the younger version of Ayushmann Khurrana enthusiastically portraying various beloved movie characters, reminiscent of his fanbase’s favorite performances.

On the release of the TVC, Prateek Malpani, Head of Brand, Wakefit.co, said, “The insight is simple – a lot of our consumers mentioned that they are a much better version of themselves when they sleep healthier. They are more productive, more enthusiastic, more energetic and we all have heard stories on how all of this reminded us of our younger selves. We took a leap from there and imagined what Ayushmann, who’s known to do out-of-the-box projects, is able to do because he sleeps well on a wakefit mattress and wakes up with a child-like energy to seize the day. The countless number of reviews and ratings are testimony of our product quality and experience and hence in this campaign we wanted to concentrate on a much higher order benefit. We are thankful to Ayushmann for his incredible effort and to our audience who have received our past content with so much appreciation.”

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Ayushmann Khurrana’s Excitement for Wakefit.co

Andar ke Bacche ko Jaga Campaign

Actor Ayushmann Khurrana said, “I am thrilled to be a part of Wakefit.co’s new brand campaign, which showcases their commitment to innovation and creativity. Collaborating with Wakefit.co has been an incredible experience, as they have utilized advanced AI technology to transform me into my childhood self. This campaign beautifully captures the essence of nostalgia and the importance of a good night’s sleep. I am excited to be associated with a brand that values quality, comfort, and the pursuit of better sleep.” 

Sandeep Balan, Partner, Spring Marketing Capital, said “We are delighted to have collaborated with Wakefit.co on this innovative brand campaign. At Spring Marketing Capital, we believe in pushing creative boundaries and delivering impactful campaigns that resonate with audiences. The concept of using AI technology to transform Ayushmann into his childhood self perfectly aligns with Wakefit.co’s innovative approach and commitment to excellence. We are excited to see the campaign’s impact in inspiring people to prioritize their well-being and embrace a better sleep experience”

As a customer-centric brand, Wakefit.co has always strived to execute informative, quirky, and out-of-the-box marketing campaigns that resonate with its audience. The ‘Andar ke Bacche ko Jaga’ campaign will be amplified through a comprehensive 360-degree approach, including television, digital platforms, outdoor advertising, over-the-top (OTT) platforms, and social media.

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Conclusion: Wakefit.co’s Commitment to Revolutionize Sleep Culture

So, Wakefit.co’s ‘Andar ke Bacche ko Jaga’ campaign showcases the brand’s innovative spirit and commitment to promoting healthy sleep habits. The campaign combines AI technology and creative storytelling. It conveys the message that quality sleep on a Wakefit mattress can awaken individuals’ inner child-like energy, enhancing their vitality and productivity.

CREDITS:

Creative agency: Spring Marketing Capital

Production house: Twilight Entertainment

Director: Vasan Bala

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