Wakefit’s Innovative Ad Campaign: International Creators Speak Hindi

Wakefit, a sleep solutions company, has unveiled a new advertisement campaign featuring international content creators Drew Hicks and Agu Stanley Chiedozie. These creators are well-known for their fluency in Hindi and their humorous videos and reels on social media.
Rohit Chauhan

Rohit Chauhan

Roles of the Content Creators

In the campaign, Hicks plays the role of a Wakefit salesperson attending to customers and solving their queries. In contrast, Chiedozie is one of the customers who engage in an argument with another consumer while shopping for a mattress.

The Ad’s Narrative

The ad starts with a customer visiting a Wakefit store looking for a mattress, where Hicks welcomes him and his acquaintances and impresses them with his fluent Hindi. As they discuss mattresses, the customer is slightly pushed by Chiedozie by mistake. This leads to an argument between the two, where they almost come to blows. They are seen using phrases that are most common during a fight, like Chacha vidhayak hai humara and Tu jaanta hai main kaun hun?

Intervention and Product Introduction

To avoid converting this quarrel into a physical fight, Hicks keeps his cool, intervenes, and requests both parties to calm down. He asks the two, Chote bacche ho kya? (Are you a kid?), to which Chiedozie says, Ye chota baccha hai (He is a kid), pointing to the man he was fighting with. Hicks then shows them the new Wakefit XpertGrid Mattress with cooling technology.

Product Features

He goes on to describe that the new mattress has over 3,300 air channels, providing maximum air circulation to help people have a cool and comfortable sleep all night. He also claims that this mattress will improve a person’s sleep score due to its features.

Resolution and Product Experience

After the two lie down and experience the quality of the mattress, they wake up in a fresh mood and shake hands, indicating they are now ‘cool’. The customer even invites Chiedozie for a cup of tea at his place, to which he responds that he would definitely visit and enjoy tea with snacks.

Product Availability and Price

The Wakefit XpertGrid Mattress costs Rs 10,499 and is now available on the company’s website and in offline stores as well.

Creators’ Background

Hicks is of American origin, whereas Chiedozie is of Nigerian origin. Hicks is also a recipient of the ‘Best International Creator’ award presented by Prime Minister Narendra Modi at the National Creators Awards.

Social Media Response

The advertisement has already garnered significant attention on social media platforms, as Hicks and Chiedozie have been promoting it on their respective Instagram profiles. Netizens praised the creativity and comic timing of both creators, asking for more ads like this.

First Time Onboarding International Content Creators

This is the first time a brand has onboarded international content creators to promote its products. India is seeing an increase in the number of international content creators who speak Hindi fluently and are garnering significant attention on social media for their humorous videos and vlogging.

Other International Content Creators

Other such content creators include Yechan C Lee from South Korea, Ved Campbell Maddison from the UK, Johan Bartoli and Hampus Bergqvist from Sweden, Elizabeth Keyton from Georgia, and Jessica Kumar from the US.

Also Read: Policybazaar’s New Campaign: A Kargil War Hero’s Battle with Mental Health

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