Odonil: How to identify an uncivilised home

Odonil, an air freshener brand, increased sales in India by making odour an issue of etiquette.

Campaign details

Brand: OdonilBrand owner: Dabur India Pvt. Ltd.Lead agency: McCann Worldgroup, IndiaCountry: IndiaIndustries: SundriesMedia channels: Online video, Social media, TelevisionBudget: 500k - 1 million

Executive summary

While most air care advertising tends to focus on freshness and the nature of fragrance, Odonil decided to amplify its heritage of 'odour removal'.

With the idea of making 'odour-free bathrooms' the social etiquette, we transformed fragrance from an optional indulgence into a bathroom essential with this multimedia campaign.

Market background and cultural context

Indians' blooming love affair with their bathrooms....

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