Dabur India has brought on board Bollywood actress Madhuri Dixit as brand ambassador for the launch of what the company claims is an improved version of its air fragrance brand Odonil. A multimedia campaign conceptualised by McCann Erickson has been rolled out to communicate the same. The TVC will be broadcast on Hindi and regional GECs and other lifestyle channels.
The film opens with a young girl drawing flowers on the walls of the washroom. Her mother walks in and expresses her surprise on the floral drawings. The girl justifies her drawing by saying that her aunt Madhuri’s (Dixit) house is filled with a floral fragrance. The film moves into the past with the girl playing with her friend in Dixit's house while the actress places a pack of Odonil on the wall. She explains, “Odonil ka flower magic on.” She inhales the aroma and the room fills up with flowers blossoming everywhere and a fairytale like scene is created with Dixit dancing with the two girls. The film cuts to the present with the young girl complaining to her mother that despite drawing so many flowers on the wall the room there was no fragrance. Madhuri enters the scene and pacifies the girl byintroducing the ‘magic’ of Odonil in her home.
On the brand ambassador and new product, Rajat Nanda, brand head - Odonil, Dabur India, said, “The air fragrance industry in India is witnessing a lot of excitement as people realise 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.”
Rohit Prakash Gupta, category head-home Care, Dabur India, added, “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 products, signing Madhuri Dixit as brand ambassador is another firm step in the direction.”
The campaign will straddle print, radio and digital media.
Client: Dabur India (Odonil)
Creative agency: McCann Erickson
Media agency: Adbur