Repose

When I joined Odigma, I thought I’d be working on property brands. Fifteen days into the new office, I was handed a mattress company.

Repose had been around for nearly 15 years. It had credibility, a strong dealer network and products spanning everyday, premium and specialised sleep solutions.

The problem? The brand didn’t quite look like the brand it could become.

It felt mundane, traditional and hyper-local. We saw an opportunity to keep the trust and experience, but build something more modern, inclusive and experimental.

So we gave it a new backbone:

Leave your sleep to us.

The idea was simple: Repose shouldn’t just sell mattresses. It should become a one-stop sleep solution, helping people understand sleep, find the right products for their needs and, eventually, trust Repose with all of it.

The rebrand started with social.

The page had gone quiet, so we brought it back to life by posting consistently and moving beyond product-led communication into sleep science, product education, reasons to replace your mattress, reels, carousels, memes and everything in between.

The goal was bigger than a better feed.

Repose had traditionally been a dealer-led brand, while we wanted to build a consumer-first digital presence that could attract people before they walked into a store.

At the same time, we were rebuilding almost everything else.

Price lists. Brochures. Calendars. Diaries. Water bottles. Website photography. Social guidelines. Brand films. Product shoots. Dealer collateral.

Basically, if Repose had put its logo on it in the last 15 years, there was a decent chance we were touching it.

I worked across the strategy and execution, from deciding how Repose should communicate to developing visual routes, content systems, campaign ideas, scripts and GTM plans.

The new identity quickly moved beyond the brand book.

We launched it at a dealer meet attended by 500 dealers from across India, then took the new Repose into its biggest marketing campaign yet: Onam Adipoli, a Kerala-specific festive offer with OTT, video, static and influencer campaigns.

Now, the work has expanded into two larger campaigns.

Repose Sleep Festival takes a simple festive offer (everyone gets free gifts) across Karnataka, Tamil Nadu, Andhra Pradesh and Telangana. I’m leading the content, influencer and advertising strategy.

10 pages

Lift Your Bedsheet takes a different route. Instead of telling people to replace their mattress, we give them a reason to look at it.

Lift. Look. React.

A simple behaviour becomes the campaign mechanic, carried across films, creators, digital advertising and offline communication.