Odonil expands its product bouquet; signs South Indian sensation Samantha Ruth

Dabur has recently launched Odonil Gel, a premium new air freshening product that can be used in living rooms, bedrooms and other parts of the house. A national campaign has been rolled out to launch the new product, starring the beautiful South Indian actress, Samantha Ruth Prabhu.

Says Rohit Prakash Gupta, Category Head, Home Care, Dabur India, “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 classy, romantic 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 magical fragrance of Odonil Gel. Each time a pack of Odonil Gel is opened, an burst of fragrance, depicted by an explosion of flowers, enamours the couple and brings them closer. With the sensuous slow motion romance and a lively jingle that grows on you, the film weaves magic around the effect of the product. Their romantic interaction happens at different parts of the house, establishing that the product can be used across the house.

"The brand is moving from bathrooms into our living spaces with premium & contemporary product formats like gels and exotic fragrances. With that the brand is expanding its role from problem-solution to life enhancement benefits” says Jitender Dabas Executive Vice President – Strategic Planning, he also adds that “Good fragrances have a transformative power to uplift our moods which in turn creates those magical moments in our relationships.”

Since the largest market for fragrance products is in the South Indian states, the upcoming star from the South, Samantha Ruth Prabhu was signed as the brand ambassador for Odonil Gel. She represents the contemporary young woman who appreciates the finer things in life, and aspires to enhance her family’s lifestyle through small happinesses. Says Samantha, “I have been using Odonil at my home since as long as I can remember. But the new Odonil Room Freshening Gel is really exciting as I can use is anywhere in my house, from the living room to the bedroom. I love the fragrances as well”.

The campaign will span across TV channels, newspapers and magazine ads, radio, web and activations to introduce Odonil Gel with a splash, and establish it as a premium air fragrance product. The air fragrance category is booming, and with the right communication, Odonil Gel can pick up a large chunk of the market share.

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 15th January and will be on air for two months. It will be 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 designed to extend the brand campaign. Its Facebook page is already engaging fans with its interesting updates on the relevance and effect of fragrance in every day life. An interactive contest is also planned to further engage consumers with the brand.