Campaign details

Brand: Odomos
Brand owner: Dabur India Pvt. Ltd.
Lead agency: McCann Worldgroup, India
Country: India
Industries: Non-prescription, OTC products
Media channels: Direct marketing, Events & experiential, Integrated, Merchandise & free gifts, Online display, Online video, Print - general, unspecified, Radio & audio, Search marketing, Social media, Television, Word of mouth, advocacy
Budget: 1 - 3 million

Executive summary

Nine out of 10 mothers were not aware that dengue mosquitoes bite during the daytime. Odomos stressed the need for outdoor protection and warned mothers of the risk her child is exposed to during the day.

A behaviour change model helped transform the use of Odomos into a regular habit for kids by making it a part of school uniforms.

Market background and cultural context

India in the throes of mosquito-fever outbreak