Wakefit has rolled out a campaign, comprising an ad film featuring Instagram content creators Anuj Gupta (who plays the husband) and Sufiyan Junaid (the detective team member).

The film opens with a crime-scene–like investigation. A detective combs through a couple’s room, analysing every detail of their first night together. Their mother had hired the detective to uncover what exactly had happened in the room the previous night. After extensive investigation, the surprising truth emerges: the bride and groom had fallen asleep instantly - thanks to the unbelievably comfortable mattress.

What we think about it: The ad succeeds in delivering a distinctive and memorable narrative that sets it apart from typical mattress promotions. Strong execution, and the narrative blends fairly with the product benefit.

The campaign was released on Instagram on 12 December.