Campaign details

Brand: Odonil
Brand owner: Dabur India Pvt. Ltd.
Lead agency: McCann Worldgroup, India
Country: India
Industries: Sundries
Media channels: Online video, Social media, Television
Budget: 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. Middle class families from metros as well as small towns are spending more than ever to create bathrooms that portray their upward social mobility. As a result, categories from sanitary ware and bathroom fittings, to paints and tiles are witnessing healthy growth.