Wakefit Pokes Fun at Zomato’s COS Job Listing with #Gaddagiri Campaign

Wakefit, the direct-to-consumer sleep solutions brand known for its quirky marketing, has unveiled a satirical campaign titled #Gaddagiri, inspired by the recent buzz surrounding Zomato founder Deepinder Goyal’s unconventional Chief of Staff (COS) job listing. This creative initiative uses humor to highlight the importance of good sleep and its impact on decision-making.

The Backstory: Zomato’s COS Listing
The job listing by Goyal caught public attention due to its unique proposition: applicants would need to pay ₹20 lakh upfront instead of receiving a salary in the first year. The role promised “10x more learning than a two-year degree from a top management school.” Despite the initial backlash and confusion, the position received nearly 18,000 applications within a day. Goyal later clarified that the monetary requirement was meant as a filter for ambitious candidates seeking accelerated career growth.

The listing, which sought a candidate who is “hungry for success,” “humble,” has “exceptional communication skills,” and holds a “PhD in curiosity,” quickly became the subject of online debates and memes.

#Gaddagiri: Turning Absurdity into Awareness
Wakefit’s campaign cleverly parodies the outlandish expectations of Goyal’s job listing while tying it to the consequences of sleep deprivation. Through witty dialogues and lighthearted storytelling, the ad highlights how sleep-deprived minds can make eccentric decisions, such as imposing seemingly unreasonable requirements for a job.

The ad promotes Wakefit’s mattresses and their ability to ensure quality sleep with the tagline:
“Lafda tab hota hai, jab tum barabar nahi sota” (Trouble arises when you don’t get enough sleep).

By blending humor with a relatable message, Wakefit connects the importance of proper sleep to sound decision-making, showing that poor rest can lead to poor choices.

Wakefit’s Take on Sleep Deprivation
Kunal Dubey, Chief Marketing Officer of Wakefit.co, emphasized the deeper message behind the campaign:
“At Wakefit.co, we believe poor decisions often stem from an exhausted mind rather than bad intentions. Sleep deprivation can harm relationships, careers, and society as a whole. Through #Gaddagiri, we use humor to tackle a serious issue and inspire better sleep habits for healthier, well-rested minds.”

Humor as a Wakeup Call
The campaign, conceptualized by The New Thing, not only satirizes the high-pressure corporate world but also sparks conversations about sleep’s critical role in physical and mental well-being. By positioning sleep as a key factor in effective decision-making, Wakefit uses this moment of cultural relevance to reinforce its brand promise of enabling better rest through innovative and high-quality sleep solutions.

Why It Works
Timely Relevance: Capitalizing on a trending topic ensures instant relatability and audience engagement.
Humorous Narrative: The playful tone makes the campaign memorable while keeping the messaging light-hearted.
Social Commentary: It addresses the broader issue of workplace stress and unrealistic expectations, resonating with urban millennials and Gen Z.
Wakefit’s Consistent Messaging
This campaign is part of Wakefit’s broader strategy of addressing modern sleep challenges. By blending humor, culture, and meaningful insights, Wakefit solidifies its position as more than just a mattress brand—it’s an advocate for the importance of sleep in every aspect of life.

A Campaign That Connects
Wakefit’s #Gaddagiri not only entertains but also subtly nudges audiences to evaluate their sleep habits. Through sharp wit and cultural satire, the brand continues to carve a unique space in the competitive sleep solutions market, encouraging everyone to take sleep—and better decisions—seriously.

Author: Sania Khan