Wakefit uses AI to take Ayushmann Khurrana back to his childhood

The 'Andar ke bacche ko jaga' campaign leverages artificial intelligence (AI) and computer graphics to create a young Ayushmann Khurrana.

Wakefit's recent campaign featuring Ayushmann Khurrana is the latest jto join the AI bandwagon. 

The WakeFit Orthopaedic Memory Foam mattress uses Shape SenseTM technology and features Ayushmann in both his adult and child personas. 

The kid version of Ayushmann wakes up every day with boundless enthusiasm. He is shown waking up in the commercial as a young rejuvenated child and getting involved in a variety of activities, fully embracing the day. The actor's fan following can be seen cheering for him as he plays a variety of beloved movie characters as his younger self.

To create the kid version of Ayushmann, Wakefit.co has used Artificial Intelligence (AI) in addition to computer graphics. The brand used Ayushmann's current pictures as input in an age progression tool to create a younger version of him. Using deep learning AI programmes combined with thousands of images of the Bollywood star, the brand constructed a 360-degree CG model of young Ayushmann's face. The TVC blurs the line between imagination and reality by showcasing the energetic kid version of the celebrity in action with true-to-life skin tones and expressions while keeping his resemblance in a seamless manner. 

Before launching the ad, Wakefit did extensive research and learned what their customers were thinking after a restful night's sleep. Most users claimed to feel content, vivacious, passionate, and productive.

Wakefit will be using a mix of city-level activations and omni-channel marketing tactics for this campaign. The goal is to get current consumers to look into other Wakefit products.