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Wakefit #Gaddagiri campaign Wakefit has rolled out a a campaign that takes a dig at Zomato founder Deepinder Goyal's recent job listing for a chief of staff (COS) post.
Conceptualised by The New Thing, the Wakefit campaign titled #Gaddagiri with the tagline, ‘Lafda tab hota hai, jab tum barabar nahi sota’ (Complications occur when one doesn’t get adequate sleep) cleverly parodies the Zomato founder’s job posting to underscore the importance of quality sleep for ‘better decision-making’.
Earlier last week, in a polarising move that sparked much debate online, Goyal announced a COS position at the company—but with a controversial twist. The role would be unpaid for the first year. That wasn't all - selected candidates must pay Zomato INR 20 lakhs to secure the position, the post indicated. The job listing bluntly stated: 'Come, work for us, only if you can afford to.' Goyal later retracted the terms, clarifying that the INR 20 lakh requirement was meant to serve as a ‘filter for candidates seeking accelerated career growth’.
The ad film by Wakefit depicts a satirical interview for the job post, with a candidate who ‘ticks all the boxes’ – ambitious, humble with exceptional communication skills and a ‘PhD in curiosity’. However, once the interviewee realises the job expects him to pay the company and not the other way around, he flees the spot.
What we think about it: The film scores on moment marketing by impishly critiquing the lofty expectations set by Goyal’s recent job listing. It humorously links such over-the-top demands to a lack of sleep, thereby seamlessly promoting its offerings, while emphasising its role in ensuring better sleep for 'rational' decision-making.
