Wakefit has launched a new digital campaign titled “Wakefit Dhamki Squad” to mark World Sleep Day, tapping into a nostalgic cultural memory familiar to many Indian households – the bedtime warnings children often received from their mothers.

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The campaign invites people to share the most memorable “maa dhamkis” they remember from childhood. Participants can send their entries through Instagram direct messages, and selected submissions will receive a cash reward of ₹50,000. Winners will also be featured as part of the campaign’s “Dhamki Squad,” a playful concept representing strict bedtime enforcers inspired by Indian mothers.

The idea builds on the observation that modern lifestyles – including late-night work schedules, binge streaming and social media use – have gradually disrupted sleep routines. Through humour and nostalgia, the campaign suggests that many Indians last followed strict sleep schedules when their mothers enforced them.

The campaign film highlights this cultural insight by portraying how childhood bedtime warnings often succeeded where adult self-discipline fails. By referencing these familiar experiences, Wakefit aims to spark conversations around the importance of sleep in everyday life.

The campaign has been conceptualised by creative agency The New Thing and produced by Good Take Studio.

Wakefit has previously used World Sleep Day as an opportunity to highlight sleep-related habits through culturally relevant campaigns. In the past, the brand responded to Netflix co-founder Reed Hastings’ remark that “sleep is our biggest competitor” with a campaign encouraging people to “binge on sleep.”

With the Dhamki Squad initiative, the brand continues its tradition of blending humour, relatable cultural insights and social media engagement to remind audiences about the importance of healthy sleep habits.