Odonil, which has so far been positioned as a freshener for bathrooms and closed spaces, is now looking to reposition itself as a fragrance expert that works continuously. A new campaign rolled out by Dabur for brand Odonil moves away from just a ‘functional’ experience to showcase a premium, sensorial experience and position the brand as a lifestyle brand.
The ad, which features brand ambassador Karisma Kapoor, has been created by McCann Erickson, while media buying has been handled by Adbur (Dabur’s in-house media buying arm). Digitas is the digital agency on board. The TVC is currently on air on regional channels in the South and on Hindi GECs.
The new Odonil TVC highlights the promise of ‘Har pal mehekega’. Rajat Nanda, Senior Marketing Manager, Air Care, Dabur India, explained, “The brand proposition is that Odonil makes every moment special and the brand promise of ‘Har pal mehekega’, is brought out strongly though the transformation from bathroom to a lush forest filled with flowers and waterfalls.”
On Karisma Kapoor as the new brand ambassador, Nanda said, “Her celebrity status helps the campaign break through advertising clutter and stand out among increasing competition in the air freshening segment.”
Nanda further said that Odonil wants to occupy the positioning of an ‘air fragrance expert’. Accordingly, the brief given to the agency was, being a category leader, Odonil needs to strengthen the relevance of ‘fragrance’ in consumers’ lives. The campaign needed to build on the previous advertising idea of “Khushboo aisi jo mood badal de” and create a desire for fragrance among consumers, which gets fulfilled with Odonil.
Ashish Chakravarty, Creative Chief – North, McCann World Group, elucidated, “The brief sought to accomplish two important things – the first was to strengthen the relevance of fragrance in a consumer’s life and create a desire for it, and secondly, to extend Odonil’s ‘Khushboo aisi jo mood badal de’ campaign to a more sensorial dimension that strengthens its position in consumers’ lives.”
“It had to be a premium, sensorial campaign to further lay the groundwork for the upcoming premium products for every part of the house,” he added.
Keeping these imperatives in mind, McCann developed the Odonil campaign with a soft sensorial film on the premise ‘har pal mehekega’. “The music and lyrics add to the happy, dreamlike world created by Odonil’s fragrance,” Chakravarty said.
The same thought and imagery has been extended to print, web and radio communication.
The primary target audience for the brand is female, SEC A, B, in the age group of 25 to 44 years.
Along with the TVC Odonil-branded ‘happy news’ segments have been planned on news channels and film festivals on South Indian language channels, besides consumer activation programmes in partnership with radio partners, magazine ads and activations.
Giving a break-up of the media spends, Nanda said that 70 per cent of the spends have been allocated to television, while radio and Internet/ outdoor get 10 per cent each.
As far as social media is concerned, Odonil has its own interactive website, www.odonilfreshener.com, which has been specially designed to support the new campaign. Odonil’s FaceBook page has over 3,000 likes and there is a great deal of interaction with fans on a daily basis.
The TVC seems to have clicked with the industry, though there are reservations about the use of a celebrity brand endorser.
Ravinder Siwach, ECD, DDB Mudra, considers the TVC to be “pretty simple and easy to understand” – that your house will smell nice if it has Odonil somewhere.
Kunjan Verma, Creative Director (Copy), Infinity Advertising, also feels that it is a “straight and nice way” of communicating the product promise of natural fragrance). At the same time, Verma pointed out, “This proposition has been done many times before – Ambipur did the same with Soha Ali Khan in the car freshener segment. Still, it sends the message loud and clear.”
Siwach observed that Odonil has a very strong bathroom association which will be hard to shake off, “but it looks like Odonil is trying to come out of the bathroom space and into bedrooms, kitchens, living rooms, etc”. “It doesn’t help that it is exactly the same pack and the same product. A slight variation under the same brand name could have helped things greatly,” he pointed out.
Meanwhile, Siwach felt that Karisma is only “incidental” in the TVC. Verma too said that her presence does little for brand salience. All said and done, the TVC doesn’t have a long shelf life and the brand may get lost in the clutter, he concluded.