On its YouTube channel called “Home Time,” the home and sleep solutions company Wakefit just debuted its first original web series, titled “Ghar Set Hai.” Own web series are only occasionally released by Indian start-ups. Wakefit is attempting to prioritize its material over that of other content providers with the web series.
The “Meet the Kumbhkaran” campaign and the four-and-a-half-minute commercial with actor Sumeet Vyas railing against working from home are two examples. According to Malpani, the success of these campaigns was what inspired the creation of “Home Time” and, more recently, “Ghar Set Hai.” Ghar Set Hai, a family comedy-drama starring Aasif Khan and Anjali Barot, depicts a middle-class family living next door where even the little things offer enormous joy. Malpani explains why the company decided to publish its web series on YouTube: “The goal was to connect with the fans on a conversational level. The brand opposed placing a paywall on the content. It is an effort to participate in conversations that go beyond the goods and services we offer.
The advertisement discussed various features of the city, such as its excellent weather, craft beer, delectable cuisine, and chaotic traffic. It also made fun of the Nagasandra IKEA outlet in Bengaluru by pointing out that Wakefit’s stores are inside the city limits. There is also a sarcastic reminder about how bad Bengaluru’s traffic is. IKEA, a Swedish home furnishings company, opened its third store in Bengaluru, India, at that time, sparking intense interest in the city. Malpani says, “We recognized that IKEA was going to create a lot of intent around buying furniture with its marketing spends,” while explaining how Wakefit’s team developed the advertisement. Hoardings had been placed throughout the entire city (Bengaluru).
Malpani explains the brand’s overall media mix and says that TV accounts for 65% of its advertising expenditures. A sizeable portion is also allocated to influencer and digital marketing, with the brand messaging being consistent throughout each of these platforms. Based on this consumer intelligence, the brand started a campaign that gives customers 100 nights to experience the product. After the trial period, users can return the item and receive a refund without having to answer any questions. Malpani claims that because there are so many companies in this market, the entire competitive landscape is somewhat convoluted. There are players in the online and offline furniture and mattress markets, as well as mom-and-pop shops and major competitors like IKEA. Wakefit does not enjoy concentrating on the competition, even how intense it is. According to Malpani, none of Wakefit’s rivals have yet succeeded in dominating the online furniture market. The main goal of Wakefit is to offer its customers straightforward, high-quality, inexpensive home solutions.
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