Odonil Zipper: How Odonil found a way back into bathrooms

Indian toilet freshener Odonil Zipper ran a campaign to reposition itself from functional odour-fighting product to aspirational atmosphere enhancer to drive sales, defend market position and improve brand metrics with a new audience.

Campaign details

Brand: Odonil ZipperBrand owner: Dabur India Private LimitedAgency: McCann WorldgroupMarket: IndiaIndustries: Cleaners & detergentsMedia channels: Radio & audioBudget: 1 - 3 million

Executive summary

India has a toilet problem. Most households don’t have private toilets and people are used to going out for toilet needs.

Cities in India are a contrast to the larger lack of toilets problem, as private toilets are a given. The problem was odour caused by heavy usage (one or two toilets for an entire family), inadequate plumbing and humid temperatures....

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