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Dabur fortifies product portfolio with Odonil electric freshener; rolls out campaigns for better impact

Dabur fortifies product portfolio with Odonil electric freshener; rolls out campaigns for better impact

Author | Preeti Hoon | Thursday, Jul 15,2010 8:31 AM

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Dabur fortifies product portfolio with Odonil electric freshener; rolls out campaigns for better impact

After rebranding Dabur Amla Hair Oil for the South Indian market, Dabur India Ltd. now seeks to tap into the upper-class Indian market with the launch of the new product- The Odonil electric room freshner, available in four natural fragrances in a new ‘pluggy’ apparatus. In its proposition for the urban modern consumers, Dabur India Ltd. has launched Odonil electric freshener. The new pluggy will be available in four natural fragrances – Exotic Rose, Fresh Lavender, Mystic Jasmine and Floral Fusion.

In an email conversation with exchange4media, Mr Rama Dhamija, Brand Head, Odonil, Dabur India Ltd. said, “In view of the changing lifestyles of consumers and to meet the modern day need for convenience, Dabur has now introduced the new Odonil electrical pluggy. This new introduction from Odonil is meant for the living spaces such as drawing & living room. The device just uses 5.3 Watt of electricity hence is very economical. Odonil Pluggy gives consistent fragrance for longer periods and beautifies your surroundings.”

The new product will be available across the country in both modern trade as well as general trade outlets. Rohit Gupta, Category Head , Home Care, Dabur India Ltd, said, “With our entry into the electric air freshener market, we aim to upgrade consumers into using technologically superior air freshener products. This move will further consolidate Odonil’s position as the leading player in the air freshener market.”

The new Odonil electric air freshener is priced at Rs 135 and to attract early buys, a 20ml refill worth Rs 100 is being offered free with each pack. The company claims that the product will last over 60 days and for more than 8 hours per day.

In May this year, the brand had launched Odomos oil to provide better safety from mosquito-borne diseases. “The new Odomos Oil is a clinically tested and proven product that offers users 100% protection from mosquitoes & will help in prevention of diseases such as dengue, malaria & chikungunya. It has been competitively priced so that it becomes affordable for rural consumers, who are most affected by mosquito-borne diseases”, said the Dabur spokesperson.

While to strengthen its position in South Indian market, Dabur has refreshed its marketing strategy by rebranding the beauty hair oil – Dabur Amla Hair Oil - to gain more recognition and acceptability in south India. On this, Arvind Shukla, Brand Head, Dabur Amla, elaborated, “Women across India and more so in South India, prefer naturally black hair. Such visible blackness comes from amla nourishment, which ordinary coconut oil cannot deliver. So, the product is now being rolled out with a brand new proposition of Dabur amla Nelli Hair Oil giving visibly blacker hair as compared to ordinary coconut hair oil.”

And in order to reach out better to their consumers in the south, Dabur Amla Hair Oil has also signed south Indian celebrity and cine star Sneha as the new brand ambassador. A new print and television ad campaign featuring Sneha has also been prepared for the three key South Indian markets - Tamil Nadu, Karnataka and Andhra Pradesh and is currently being rolled out.

Besides, the brand has also created tailor-made campaigns. Dabur hoisted a beauty seminar on 1st of June in Chennai, wherein more than 40 beauty parlor professionals participated. The seminar was addressed by Arthi Amarendra, Skin and Hair expert from Chennai, Dr Priya Naresh, Dermatologist and R Rishikesh, Prinicpal Scientist (Hair Care), Dabur India Ltd. The objective was to create awareness on the goodness of Indian Gooseberry (Amla) in natural hair care and also to share the consumer research findings of Dabur Amla Nelli Hair Oil.

Following this, in order to create further buzz around the brand, Dabur Amla Hair Oil organized the longest ever non-stop head massage session in Chennai on 28th of June and the feat is set to enter the Limca Book of Records. Arvind Shukla, Brand Head, Dabur Amla Hair Oil, Dabur India Ltd, added, “Dabur Amla Hair Oil, which is proven to make hair blacker than ordinary coconut hair oil, is proud to achieve this feat. The idea is to make millions of women experience the Dabur Amla Hair Oil promise of rich black and strong hair.”

While on the juices front, the brand has come up with the proposition ‘Snack Healthy’ where it talks about how one can replace the existing habit of unhealthy snacking with healthier options using Réal Activ juices. The new communication featuring Bipasha Basu, who was signed by the brand in the month of April, is aimed at educating the consumers on how the unhealthy food intake in between meals takes a toll on one’s health.

Explaining the need of choosing Bipasha Basu as the brand ambassador and the idea behind putting forth Real Activ as the snack option for the consumer, K. K Chutani, Marketing Head, Foods, Dabur India Ltd. said, “There is a perfect match between the brand and Bipasha Basu, with both epitomizing health and fitness. Bipasha is unarguably the fittest of the Bollywood stars of the current era and her experience with Réal Activ juices makes it an ideal brand proposition for us to share with millions of consumers across the country. With this, we aim to create awareness amongst consumers on the need to Snack Healthy and how Réal Activ juices make an ideal snack option.”

As part of the Snack Healthy campaign, the brand has launched an outdoor campaign, with Bipasha holding forth the value proposition. The outdoor campaign has a focus for two major markets – Mumbai and Delhi NCR. The campaign execution duties are with The Zebras and Pioneer Publicity, respectively. The campaign features a series of innovations that include cutouts on billboards, cantilevers, mobile vans and unipoles. A TVC is also planned to be aired from the third week of July, featuring the new brand ambassador.

The creative agencies on Dabur’s roaster for Dabur Amla Hair Oil, Odonil and Odomos and Réal Activ are Ogilvy & Mather, McCann and Lowe, respectively.

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