“One of the most common fallacies marketers fall prey to is to solve problems with money.”- Chaitanya

The Babloo Artist video attempts to capture this narrative in the most comprehensive manner and therefore comes across as a short film than an ad. 

However, we have kept the storyline quirky and on trend, to captivate audience attention throughout the video.”  

– Chaitanya Ramalingegowda, Director and Co-founder, Wakefit.co

When we talk about Ad films/ Marketing videos, duration is most talked about topic. Marketers often talk about the reducing attention span of the audience and how brands should quickly establish narrative and integrated brand in it.

And then Wakefit.Co came up with a campaign that is over 4 minutes long and yet managed to hold the attention.  . We talked to Chetanya Ramalingegowda, the brain behind this campaign.

Read on to know the story & thought process behind the campaign.

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1. Tell us about your life journey, Chaitanya ?

I believe that keeping alive the desire to constantly learn and evolve, both in a personal and professional capacity, is extremely important in life. 

Hailing from a middle-class household, my belief-system is also firmly rooted in the values of hard work and perseverance. 

These principles led me to seek out real-world experience in a professional setting very early on in life. During my summer vacations after 10th grade, I took up my first job as a spoken English trainer.

My students were between 25 – 30 years old and consisted of salesmen, homemakers, students and others who wanted to build their confidence by learning the English language. 

My experience of teaching this group of people was rather enriching. It taught me that learning is a superpower and there is no age limit to get started. 

After a couple of years, I went on to complete my Engineering from NIE, Mysore. Post my Engineering, I worked for a couple of years before I pursued my MBA from ISB Hyderabad. 

This opened up a myriad of opportunities, and I started working as a management consultant, consulting for Fortune 500 companies in the US and Canada. 

However, the lure of entrepreneurship had always enticed me and the comfortable consulting job was just not fulfilling my career aspirations. 

I therefore started my first venture, which shut down soon. My second venture raised angel investment but did not take off after that. 

I quickly realized that entrepreneurship was a demanding career and it takes a toll on both professional as well as personal wellness.

However, my persevering nature kept the entrepreneur in me alive, albeit dormant for a while. 

After two startup failures, I had taken up a job at a funded startup, where I met my current co-founder, Ankit Garg.

We hit it off instantly and the idea to Wakefit.co soon materialized into an exciting prospect, after Ankit had first approached me with the idea. 

Our hard work, desire to innovate and be led by the customers are the tenets that have made Wakefit.co a successful venture.  

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2. What is Wakefit’s internal process of coming up with a campaign?

Our content strategy always keeps the customer or the audience at the center of everything we do and how we can add value to their lives. 

The objective is to create rich conversations, and the approach stems from this larger objective. During 2020, we have had to change our strategy of formulating campaign ideas, basis current affairs and the consequent sentiment of our audience. 

While we constantly think about what might strike a chord the most with our customers or what they would relate to the most to our community, sleep and home solutions are always at the heart of every communication. 

We have also carefully curated characters that can help us communicate and spread a message in their unique way, capturing the attention of the viewers with their quirks. 

Our aim will always be to create long term properties and characters that fit the brand personality and have the ability to be versatile to different messaging hooks, thereby becoming a sustainable brand asset.

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3. Artist Babloo is a very unique campaign. It’s more like a short film than an Ad. What was your thought process when you were planning/conceptualizing the campaign?

The characterization of Babloo has been designed to appeal to two sets of audience; our target customers as well as the carpenter community. 

The goal was to communicate to our existing and potential customers that Wakefit.co is now a complete home solutions brand, that not only offers the convenience of assembly-at-home through local carpenters, but it also maintains the quality and innovation always associated with Wakefit products through its in-house manufacturing and doorstep delivery. 

Moreover, we also wanted to appeal to the carpenter community, showcasing the benefits of getting onboard the Wakefit way of disrupting home solutions. 

The Babloo Artist video attempts to capture this narrative in the most comprehensive manner and therefore comes across as a short film than an ad. 

However, we have kept the storyline quirky and on trend, to captivate audience attention throughout the video.  

4. How marketers should approach celebrity hiring/endorsement? Any unique insight you would like to share?

Our approach to celebrity or influencer engagement is always by the answer to the fundamental question; will this add value to our consumers or our online community? 

Their popularity and social following are secondary. For us, it is important to gauge whether or not the celebrity can resonate with our brand and more importantly, our audience. 

We have engaged with over 200 large and small scale influencers and we always look for collaborations where the influencer’s community is engaged and highly values their opinions. 

This is then backed by rich content that the community can benefit from.

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5. What mistakes our community members should avoid when it comes to planning ad campaigns?

While the digital age allows us to reach out to a vast audience through different channels, it has also given rise to extremely cluttered spaces online. 

This has motivated brands to improvise and formulate out of the box campaigns in order to stand out in the sea of information flooding the internet. 

The marketing and advertising fraternity should keep in mind a few things while planning their campaigns. 

• The community is key: Understanding your customers and community is crucial while planning a campaign. It is important to determine who you want to target, where they spend most of their time and what kind of content they consume or would like to be exposed to.
  
  
• Focus on providing value: While we are constantly thinking about out of the box campaign ideas, it is also important to focus on how our campaigns can add value to the customers in their daily lives. 
  
  
• Don’t solve problems with money: One of the most common fallacies marketers fall prey to is to solve objectives or problems with money. It is always better to understand what resonates with the audience and then use creativity and innovation to produce and distribute messages in the most efficient yet effective way possible. 

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6. Please name the team behind this campaign.

It was a joint effort of our creative agency Spring Marketing Capital and the marketing team of Wakefit, from conceptualization to execution.

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About Vidsaga

Vidsaga is a global marketplace for Organisations to create Videos. Consider it as “Upwork/ Fiverr for videos” with Creative script writing and professional project management.