Odonil doubles the magic of fragrance; Ropes in Madhuri Dixit as brand ambassador

Odonil, the country’s largest air fragrance brand, today marked a major innovation in the category with the launch of an improved version of the air freshening block offering twice the fragrance. The brand also announced cine star Madhuri Dixit as its new brand ambassador, who will be seen spreading the magic of fragrance in Odonil’s upcoming ad campaign.

“The air fragrance industry in India is witnessing a lot of excitement as people realize the importance of fragrance in their homes. Odonil, as the oldest and best known air fragrance brand in India, is geared to make the most of this with this superior new product and an iconic new brand ambassador. We are confident that Odonil 2X will further strengthen the brand’s presence in homes across India,” Dabur India Ltd Brand Head-Odonil Mr. Rajat Nanda said.

Talking about her association with the brand and the new commercial, Madhuri Dixit said: “It’s quite interesting to endorse a brand that is all about freshness and transformation. I am happy to be the ambassador for Odonil, which itself has transformed into a complete air fragrance expert with a variety of new products, and I can’t wait for the new campaign to break. It’s a lovely film filled with flowers, fragrance, magic and two cute little fairies. It shows the ‘double fragrance’ of the new Odonil 2X through a magical transformation of the environment and the people it surrounds.”

The new Odonil 2X campaign reinforces the relevance of fragrance in our lives by showing the transformative effect of fragrance on the ambience as well as on our state of mind. The TVC shows how fragrance enhances our everyday experiences, which is not missed even by kids. The 2X fragrance of the new Odonil is put across through the proposition ‘ab life aur zyada mehekegi’.

The TVC shows a little girl recounting to her mother a magical experience full of flowers in Madhuri’s bathroom. The film beautifully captures the transformation brought about by the double fragrance of Odonil through delightful visuals of flowers blooming around the bathroom. The TVC presents Odonil as an important part of every home.

Talking about the air freshening category, Dabur India Ltd Category Head-Home Care Mr. Rohit Prakash Gupta said: “The category is just starting to mature as various new formats and offerings by both national and international players are seen on the shelves. Being one of the oldest brands in the category, Odonil is well entrenched in the consumers’ minds, and we are leveraging that to strengthen our position in the air care segment. With Karishma Kapoor and Southern star Samantha Ruth Prabhu already endorsing Odonil product, signing Madhuri Dixit as brand ambassador is another firm step in the direction.”

The creative agency for Odomos is McCann Erickson, while media buying is done by Adbur, Dabur’s in-house media buying arm. The campaign will be rolled out in November 2013 and will be on air through the next year. It will be broadcast on Hindi and regional GECs and other lifestyle channels.

The campaign will span across TV channels, newspapers, radio and web, building the relevance of fragrance in our lives, and presenting the new improved Odonil 2X as an integral part of the bathroom for every self-respecting householder. Since the brand is targeting young mothers, the campaign will be extended to the web and social media. Odonil has its own interactive website and its Facebook page engages thousands of users across India.

With three iconic faces endorsing the brand and spurred by powerful advertising campaigns, Odonil looks ready to expand the air fragrance category itself, and further strengthen its position in the segment.