Odonil expands its product bouquet, signs on Samantha Ruth

A national campaign has been rolled out to launch the new product

e4m by exchange4media Staff
Published: Mar 15, 2013 7:54 PM  | 2 min read
Odonil expands its product bouquet, signs on Samantha Ruth

Dabur has recently launched Odonil Gel, a premium new air freshening product. A national campaign has been rolled out to launch the new product, starring South Indian actress Samantha Ruth Prabhu.

Commenting on the launch, Rohit Prakash Gupta, Category Head, Home Care, Dabur India said, “Odonil has enjoyed decades of unchallenged leadership as a bathroom freshening product, and is now expanding its presence in the air fragrance market to strengthen its position as a complete air fragrance expert. The brand launch campaign targets the young upscale consumer who understand the importance of fragrance at home, and positions Odonil Gel as a new and premium format for 24x7 fragrances across the home.”

The brand proposition is ‘Fragrances that bring alive every corner of your home’. The campaign broke with a TVC built around the premise ‘life khil khil jaye’. The film captures a naughty, romantic interaction between a young couple in an upscale house, sparked off by the fragrance of Odonil Gel.

“The brand is moving from bathrooms into our living spaces with premium and contemporary product formats like gels and exotic fragrances. With that the brand is expanding its role from problem-solution to life enhancement benefits,” said Jitender Dabas, Executive Vice President – Strategic Planning.

The campaign will span across TV channels, newspapers and magazine ads, radio, web and activations to introduce Odonil Gel and establish it as a premium air fragrance product.

The primary target audience for the brand is female, SEC A, in the age group of 25 to 44 years. The creative agency for Odonil is McCann Erickson, while media buying is done by Adbur, Dabur’s in-house media buying arm. The campaign broke on January 15, 2013 and will be on air for two months. It is being broadcast on Hindi and regional GECs and other lifestyle channels.

Keeping in mind the young and upscale target audience of Odonil Gel, there is a substantial focus on promotion through social media. Odonil Gel has its own interactive website and Facebook page to extend the brand campaign. An interactive contest is also planned to further engage consumers with the brand.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube