Odonil leverages crafters by Silverpush to launch ingenious CTV campaign

Odonil, one of the pioneering air freshener brands, collaborated with Silverpush for driving consideration for its new range of air freshener fragrances in a competitive and cluttered market. 

With 32 million+ households on Connected TV (CTV), Odonil identified it as a powerful platform to reach affluent Indian consumers. However, in an era of shortened attention spans and the tendency to skip ads as soon as they appear, the brand recognized the need for a creative strategic approach that engages consumers and fosters strong brand recall.  

Enter Crafters by Silverpush. This creative intelligence solution introduced interactive ad formats to Odonil's existing video assets, allowing for a more personalized and engaging approach. The campaign featured interactive CTV elements like engaging polls to understand user fragrance preferences and QR codes for easy product purchases. This innovative strategy not only boosted conversion rates but also enhanced brand recall and loyalty.

The campaign achieved a 0.02% engagement rate, and an impressive VTR and CVR of 98%, outperforming the client’s benchmark by 1.3 times and showcasing the exceptional effectiveness of the strategy.

Odonil's strategic use of Crafters has set a new benchmark for interactive advertising, demonstrating the potential for significant growth and consumer loyalty through innovative marketing solutions.

"The air freshener market is saturated, with a cacophony of brands vying for attention. Odonil needed a strategy to cut through this noise, to make a statement. Enter Silverpush. They’ve not just cleared the clutter; they’ve given us a platform to showcase the superiority of our products. In a world where attention is the currency, they've given us the upper hand." - Gurdatar Singh Ryait, Senior Product Manager for Odonil.