Odonil Gel: A fragrance for physical intimacy

This case study describes how Odonil, an Indian household fragrance brand, broke its historical association as a bathroom product to launch Odonil Gel, a product for the wider home.

Odonil Gel: A fragrance for physical intimacy

Vivas Nandhakumar

Campaign details

Brand Owner: Dabur IndiaLead agency: McCann WorldgroupBrand: Odonil GelCountry: IndiaIndustry: Cleaners, detergents, air careMedia: Cinema; Magazines – consumer; Newspapers; Online video; Outdoor, out-of-home; Packaging and design; Point-of-purchase, in-store; Print – general, unspecified; TelevisionBudget: 500k – 1 million

Market background and cultural context

The fragrance market in India has seen enormous rise in the last decade. The air care market is pegged at 300 million USD and growing at 30% year on year. (Source: Business Line 2012)....

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