Wakefit and The New Thing remind sleepless shoppers to ‘sleep right, shop right’ this Diwali
Ever regretted a Diwali shopping binge after staying up all night chasing “steal deals”? And those awake are robbed of good sleep. Sleep deprivation impacts how we think, decide, and even shop; because you can’t shop right if you sleep wrong.
Wakefit, India’s largest mattress, furniture, and furnishings company has turned every late-night purchase mistake into a reminder to sleep better. Created by The New Thing and directed by Pink Sauce Studios, the video starring Biswa Kalyan Rath highlights how sleep deprivation and poor shopping decisions go hand in hand. Through the ad, Wakefit reminds everyone to sleep right, so they don’t shop wrong.
Chaitanya Ramalingegowda, Director and co-founder, Wakefit, said: “The festive season has always been a special time for us, which presents both a business growth lever and a time to connect meaningfully with our audience. True to Wakefit’s DNA, we wanted to tap into the larger social narrative, and highlight a simple yet often ignored truth: that sleep (or the lack of it) can quietly influence our decisions, especially during the festive shopping frenzy. With Biswa Kalyan Rath’s incredible ability to spark relatable humour, we wanted to pose a light-hearted but thought-provoking question: could some of our impulse purchases be blamed on sleepless nights? Through this campaign, we hope to bring sleep back into the limelight and remind people that good decisions and great celebrations start with sound sleep.”
Srishti Pandey and Anand Menon, Creators at The New Thing, said: “Festive sales have become a cultural moment in India, a time when excitement, impulse, and sleeplessness collide. We saw an opportunity to reframe that moment through Wakefit’s lens: what if the problem wasn’t over-shopping, but under-sleeping? What if the price you were paying for those sleepless nights wasn’t just monetary, but cognitive too? That’s where the idea took shape. By grounding the story in Biswa’s style of humour, we wanted to tell Wakefit’s truth: when your mind isn’t rested, your decisions reflect it.”
Comedian and writer, Biswa Kalyan Rath, added: “I love making people laugh, and stepping into brand collabs is an exciting territory for me. This one was a perfect fit, the humour and the relatable chaos of midnight sales all came together!”
Through this campaign, along with others like Gaddagiri and The Sleep Internship, Wakefit continues to show how sleep is at the heart of every good decision. By using humour and cultural insight, the brand continues to transform everyday behaviour into meaningful reminders about the role of rest in our lives.
