Peps unveils new brand positioning with #DreamMakers campaign

Through the #DreamMakers platform, Peps aims to create a property that will fuel the consumer’s dreams by helping them sleep better, wake up with a purpose to perform and achieve more

e4m by exchange4media Staff
Updated: Dec 15, 2018 8:59 AM

Peps Industries Pvt. Ltd., has announced its new brand positioning - ‘DreamMakers’. In line with its core brand philosophy to help Indians sleep better and as a part of a strategic brand repositioning exercise, Peps released its latest #DreamMakers series with two television commercials and radio ad spots.

Conceptualized by Phantom Ideas, which recently won the brand’s creative mandate, this is the first in a series of 10 to 30 second spots highlighting Peps’ proposition of a good night’s sleep as vital to chase dreams.

Through the #DreamMakers platform, Peps aims to create a property that will fuel the consumer’s dreams by helping them sleep better, wake up with a purpose to perform and consequently achieve better. The campaign, using a 360-degree approach, seeks to establish a larger scope and role for the brand and strengthen the consumer relationship, by taking it beyond the product and making it a part of their hopes and aspirations. Tapping into the zeitgeist of young Indians from across the country, pursuing goals and ambitions, that were unthinkable among earlier generations, #DreamMakers encourages Indians to dream big, take on greater challenges and succeed.

The basic insight behind the campaign comes from the dominant outlook that cuts across young Indians as they dare to aspire and go after their dreams. And that in an increasingly cluttered and competitive environment, a good sleep is a pre-requisite to see dreams turning into reality. The two films show young Indians chasing their dreams – a female boxer wakes up from bed rejuvenated with a good night’s sleep to chase her dream head on in the boxing ring. A young astronaut gives purpose to his energy by waking up refreshed to fulfil his dream.

Speaking on the new brand positioning, K. Madhavan, Managing Director, Peps Industries says, “Peps has led by example with respect to disruptive innovation in the mattress category. With the new brand narrative, we seek to bring a fresh perspective in the spring mattress category via product innovations that will shift focus from great sleep to waking up refreshed with a purpose. Thereby, harnessing one’s ability to perform at their peak to chase and achieve their goals.”

Commenting on the campaign  Robert Anthoney, Founder and Chief Creative Officer at Phantom Ideas, the creative consultants and marketing partners for Peps said “To start with, it has introduced yet another fresh perspective through a compelling proposition that seeks to ‘give purpose to energy’. When Peps got on board, the mandate was clear – Change the narrative. Take the brand to the next level. When we observed the consumer and category canvas, we realised there is a tremendous opportunity to add purpose to post-sleep energy by plugging into the dominant mood that was sweeping the country, especially with the age cohort that would dominate the emerging consumer demographics.”

Peps - Dream Makers - Boxing

Peps - Dream Makers - Astronaut

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