Odonil's nostalgia-driven campaign has a fresh take on familiarity

Air freshening brand Odonil from the house of Dabur India Ltd, has unveiled a new campaign, recreating its 10-year-old TVC featuring actor Jasmin Bhasin, bringing back fond memories of the old campaign, this new year. 

By tapping into nostalgia, this campaign offers a sense of continuity and dependability, providing solace in familiarity. This sentimental longing for a bygone era fosters a comforting sense of stability, allowing consumers to reconnect with the old advertisement and relive the simplicity of a past time, though in a fresh new avatar.

The original advertisement, which debuted approximately 10 years ago, garnered widespread popularity due to its humorous and witty tone. It conveyed the potential social embarrassment resulting from the absence of Odonil in one's bathroom.

This particular ad that generated significant buzz featured Jasmin Bhasin. In the commercial, she portrayed a newlywed Indian bride, seated on a sofa, candidly sharing her marital grievances with the camera.

Her most pressing concern? The lack of Odonil in their bathroom, raising concerns of their status and class, in a fun and entertaining manner. 

Building on this, Odonil’s new campaign emphasises the vital role Odonil plays in enhancing bathroom experiences and transforming one's lifestyle, while also adding to one’s social reflection.

Vaibhav Rathi, marketing head—homecare at Dabur India said, “We are thrilled to launch a new campaign that revisits a beloved classic: Odonil's 10-year-old TVC featuring Bhasin. By recreating this iconic advertisement, we aim to tap into the power of nostalgia, transporting viewers back to a bygone era, and in a fresh new avatar.  Our attempt is to bring back fond memories of the original TVC while evoking a sense of warmth and familiarity among our audience. The new campaign highlights the continued significance of maintaining a fresh and fragrant bathroom for classes, in Jasmin’s quintessential style, and positioning Odonil as the go-to solution for its refreshing and long-lasting fragrance.

“We are confident that our new campaign will appeal to fragrance-loving customers and assist them in keeping their bathrooms fresh, giving a healthy reminder with a wave of nostalgia that reinforces the fact that Odonil can transform your house and your world,” added Abhilash Singh, CRO, SocioClout.

Campaign’s take: Odonil taps into the potent allure of nostalgia with its new campaign, revisiting a 10-year-old TVC featuring actor Jasmin Bhasin. The ad, celebrated for its humorous portrayal of social faux pas, now returns in a refreshed avatar, blending continuity with modern appeal.

The original campaign struck a chord with its witty narrative, where a bride cheekily lamented her husband’s neglect of bathroom fragrances—a light-hearted take on class and social standing. By reviving this classic, Odonil aims to evoke a sense of stability and familiarity, appealing to an audience longing for the simplicity of a bygone era.

Yet, nostalgia marketing is a double-edged sword. While the campaign deftly rekindles affection for the brand, it risks alienating younger audiences unfamiliar with the original ad’s cultural context. The updated version leans heavily on sentimentality, but does it innovate enough to captivate today’s digital-first consumers?

Bhasin’s return adds charm, yet her portrayal feels tethered to past stereotypes, potentially limiting broader appeal. The brand’s reliance on class-based humour, though entertaining, may feel dated in a more socially conscious era.

Ultimately, the campaign’s strength lies in its ability to blend the cherished with the contemporary. Whether this reimagining proves enduring or ephemeral depends on how well it resonates across generations.