Wakefit has rolled out a campaign, ‘Sleep is Mast, Biswa is now Swasth’, featuring stand-up comedian Biswa Kalyan Rath.

Conceptualised by The New Thing, the campaign comprises a film. The ad opens with a delivery boy knocking on Rath’s door, requesting the return of a skirt. A grumpy and confused Rath insists that no one in the house ordered a skirt, only for the delivery boy to inform him that the order was placed by Rath himself. After a moment of confusion and reflection, Rath finally recalls how his lack of sleep led him to do a string of odd purchases. Just then, another delivery boy arrives, this time delivering a Wakefit mattress ordered by his wife. As Rath receives it, a smile finally appears on his face. The ad closes with the core insight: a bad mattress leads to bad decisions.

What we think about it: The ad is rooted in a simple but powerful insight: how lack of good sleep can impact everyday choices. It's executed with subtle humor, strong storytelling, and a memorable message that positions the product not just as a mattress, but as a solution to a larger problem.

The film released on 16 October.