India, Aug. 25 -- When did elders start snapping a square of Cadbury's Dairy Milk abashedly?

Recount the 'Kuchh Meetha Ho Jaye' campaign of the early 2000s. That's when adults stopped hiding their luscious fantasies for what was known for ages as a kids' delight.

Thanks to a marketing genius, a simple campaign helped the brand pivot from a snack for children to a shorthand for friendship, love, and small wins.

Two decades on, a similar campaign has set off a storm. Get INR 1 Lakh if you're willing to sleep for nine hours a day for 100 nights - believe it or not, that's what is on offer from Wakefit, a Bengaluru-based startup selling mattresses.

Sounds too good to be true? The 'sleep internship' campaign has positioned Wakefit as a bra...