By  A Correspondent
Peps Industries has announced its new brand positioning – ‘DreamMakers’. Conceptualised 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.
Said K Madhavan, Managing Director, Peps Industries: “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.â€
Added Robert Anthoney, Founder and Chief Creative Officer at Phantom Ideas: “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.â€