This is a brand campaign presentation for Dabur Odomos made by a group of students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi (IIMC) as part of their college project. Links for the videos: Vox Pop: https://www.youtube.com/watch?v=G1VlHo7a9nY Television Commercial 1: https://www.youtube.com/watch?v=Jbb2ojJgmn8 Television Commercial 2: https://www.youtube.com/watch?v=SXDnw84VMdY Radio Commercial: https://www.youtube.com/watch?v=41AKaWHaPSo

2. BRIEF - IMPERATIVES
A focussed 6 month campaign on bringing alive the
DENGUE SCARE
Communication strategy that encourages usage of Odomos
in the Morning time,
On New Occasion and New Places.

3. The Task
How do we increase the Usage of brand ODOMOS across various
consumer segments ?

4. The Bigger Task
How do we differentiate our brand in a fiercely competitive market
of mosquito repellents?

5. But first, let’s understand the CATEGORY

6. The Household Insecticide Market in India
DOMESTIC MOSQUITO REPELLENTS OTHER DOMESTIC REPELLENTS

7. And their SHARE in the INR 3600 CR MARKET
INR 3060 CR
INR 540 CR
Source: Business Standard/Household insecticide market worth Rs 3,600 crore/October8,2013

8. Within the Domestic Mosquito Repellent Market
COILS PERSONAL APPLICATIONMATSVAPORIZERS

9. Market Break-up
Source: Client data

10. Major Players
Formats Leading Brand Market Share
Coils Goodknight 33%
Vaporizers All-Out 69%
Mats Goodknight 55%
Personal Application Dabur Odomos 85%

11. Personal Application Category of Mosquito
Repellent

12. Snapshot of the category
• Total market Size : 98 Crore , growing at CAGR of 1.25%
• Odomos is the king of the category
• Losing business to other formats
• Low acceptance among the consumers
• Has not been able to capture its full potential

14. RESONANCE
Loyalty only for occasional use.
Complimentary, not a substitute product.
JUDGEMENTS
Conditional recommendations.
Only regular users vouch for its harmless.
Recommended by doctors.
FEELINGS
Safe, wise and protected (provides protection even
when others can’t)
PERFORMANCE
Easy to carry and Natural.
Ineffective and unreliable for some; Effect only for 3-5
hours; Regular users highly satisfied.
Mixed opinion regarding fragrance; sticky and inconvenient
during summers.
IMAGERY
Versatile, Mobile, Harmless, Pioneer, Brings in
nostalgia; Last resort. Shield.
Available everywhere but in a few forms
SALIENCE
Moderate top of mind and spontaneous awareness. 100% prompted recall.
Usage is largely occasional for most.

15. Personality: Humble, friendly,
protective, fighter
Relationship: Custodian, protector
(especially for the child)
Culture: Natural; without
chemicals
Reflection: Responsible and
wise
Self-image: Confident and
stress-free
Physique: Sticky, indoor and
outdoor protection, tube form
Brand Identity Prism
Brand Mantra:
Natural; Mobility;
Pioneer and Innovation

16. Lets understand the Product Mix

18. So, What’s the ISSUE with Odomos?

19. Before that, we must understand
Where is Odomos In the minds of the consumers at
large ?

20. and most importantly..
What does the consumer think, feel and do about the
mosquito problem out of home ?

21. Odomos has
moderate TOMA, still
not in the consumer
consideration set
Process of applying
Odomos is TEDIOUS
and other mosquito
repellents are
considered
convenient

22. Vox Pop
https://www.youtube.com/watch?v=G1VlHo7a9nY

23. Moving on to the context
● Both from the brands point of view, and
● Consumer’s behaviour towards the mosquito problem

24. Research Takeout

25. Research Takeout (2)
Mosquitoes bite them in Cars, Bus-stands and other new open
spaces

26. Research Takeout (3)

27. Research Takeout (4)

28. Research Takeout (5)

29. Research Takeout (6)

30. Clearly, people at large, do not consider the
mosquito problem outside their house serious
enough to seek protection
In effect

31. POINT B
Make people feel the need to
protect themselves from
mosquito bites out of home
POINT A
Indifferent to the
mosquito problem outside
their house and therefore
seek no protection

32. How to Nail it?
“ODOMOS is the
safest and most
effecrive repellent to
fulfill my need”

33. Ansoff's Matrix
Reinforcement
Launch of Natural
Vaporizers
Extending market to
“outdoorsiers”
New ProductExisting Product
---------

34. The Target Consumers

35. MOTHERS

36. Parameter Description
Age 25-45
SEC A and B
Education Graduate/Undergraduate
Monthly Household Income 30 K +
Location Pan India
Occupation Housewife and Working
Demographically speaking….

37. THE OUTDOORSIERS

38. Demographically speaking…
Parameter Description
Age 18-34
SEC A and B
Education Graduate
Monthly Household Income 30 K +
Location Pan India
Occupation Students and Young Working
Professionals

39. The market..consumer..opportunity..
Having understood all of the above, the all important issue now..
That is
How do we Position ourselves?

40. Brand Positioning
Only mosquito repellent that lets you and your
loved ones have ‘carefree’ outdoors during
mosquito risk period
Emotional Benefit: Have carefree outdoors
Functional Benefit: 100% Protection at all times

41. Advertising Objective
To get the consumers to feel the need of protecting
themselves from mosquito bites ‘out of home’ as a
necessity

42. Creative Button
Highlight the tangible and intangible consequences of
indifference towards the mosquito problem and, by
extension, the Dengue menace, in outdoor spaces

43. CAMPAIGN

44. presents
आज़ादी Dengue Se

45. What ?
An initiative by Odomos to fight the menace of Dengue in India
Why ?
Association with this cause will leverage good PR and would push sales thereby
helping in achieving the marketing objective
When?
May-October 2015
Where ?
Pan India

46. Objectives of the Campaign
Educate about dengue – its causes, prevention and protection
Validate Odomos as the most effective and viable outdoor option
Spread awareness about the range of Odomos products

47. Partner/Associate Organisations
Municipal Corporations of Target Cities
Ministry of Health and Family Welfare

48. Some other Government Entities
Central and State
Public Works Departments
National Vector Borne Disease
Control Programme
(under the aegis of WHO)

49. NGO Partners
Rotary Foundation (India) Voluntary Health
Association of India

50. Media Partners

51. The communication strategy will spread across
three stages

52. The Plan

53. O.O.H
Radio
Digital
Public
Relations
Press
Advertising
TVC
Activation
Direct
Marketing
In-store
product
placement
The Communication Mix

54. Stage 1: Building Awareness
Fact based communication to disseminate information and
● Create awareness about the deadly Dengue causing
mosquito (DCM)
● Unnoticed Encounters with mosquitoes
● Reiterate the fact that DCM bites in MORNING
● Precautionary measures to curb Dengue

55. Stage 1
News seeding
Advertorials
Native Content on
Digital Media
Machchar
Handle on
Twitter
Website
launch &
Social media
Online
Contests
Happy Streets
Campaign

56. News Seeding in Press
● To educate people on dengue – prevention, protection and
precaution
● Build a favourable environment for Odomos (and its
proposition of 'outside protection') by emphasising on the
danger of dengue mosquito

57. Content of the News reports

58. Advertorials and feature on health websites,
Mother and children websites and digital edition
of newspapers will follow
Advertorials

61. Digital Partnerships
Chief Digital Media Partner
Coverage of Events +
Native Content +
Dengue Report by
Odomos

62. @Machhar Twitter Handle
● Introduced to launch the @DaburOdomos twitter handle
● Spreading its terror among the 'Tweeple'
● Conversations around where the 'machhar' has been biting people, how he scans
and picks his targets, various 'machhar myths'
● Time period - 3- 4 weeks.

64. Twitter handle of @DaburOdomos
● Will be launched through Youtube Advertising
● This handle will have fun banters with the @Machchar
handle
● Will promote all the offline and online activities of Odomos.

65. Mock-up of the Youtube Advertisement for the
Launch

66. Twitter Banter between the
Machchar and Odomos

67. Native Content on Digital
Platforms to be used
Social media blogs, handles, pages and websites related to travel, lifestyle,
parenting, youth specific websites in order to get maximum reach
Content
Informational, Quirky or entertaining
● 10 problems only mosquito magnets will relate to',
● '12 awkward situations to be bitten by mosquitoes
● 8 simple steps to make your home dengue-free'
Objectives
● Create a conversation around the mosquito problem,
● Bring it to a top-of-the-mind position in consumers' minds while at the
same time have Odomos being present

68. Other Digital Initiatives
Launch of the official website of “www.azadidenguese.com”
Facebook page: fb/AzadiDengueSe
Hashtag: #AzadiDengueSe

69. Online Contests
● The @Machar and the @DaburOdomos twitter handles will be used to reach out
and hold online twitter contests
● 'Give the wackiest places to be bitten by mosquitoes',
● 'The awkward mosquito bite'

70. #3
Odomos School Outreach Programme

71. The Idea
● The first leg of the programme: School Bus-Stop Delivery
● Reach out to parents in the morning time when they go to
drop their children.
● Odomos’ branded vans will go on these routes and
distribute comic books containing stories on dengue

75. School outreach programme with 7 school franchise across 11
cities targeting thousands of children
During the programme, Odomos will:
● Educate school-children about Dengue via audio-visual media.
● Hold contests, quizzes and competitions on the subject of
Dengue.

76. Badge
End Result: Selection of one
Odomos Dengue Control
Officer from each school.
The student Dengue officer will
be entrusted with task of
spreading awareness and
prevention measures.
His/Her efforts will also feature
as fortnightly updates on the
Odomos website.

77. TOI’s Happy Streets
#4

78. The Idea
● Associating with The Times of India’s Happy Street Campaign
to reach out to the masses
● Sponsoring Happy Street’s Football and Cricket League and
creating awareness about Dengue and its product range to
the masses

79. Why Happy Streets ?
Reaching the masses especially the “Outdoorsiers”
Campaign essence goes with Happy Streets
Partnership with TOI will ensure coverage
Online coverage by Buzzfeed, Scoop Whoop, Story Pick, etc.

80. In effect
Greater connection with the Outdoorsiers!

81. Stage 2: Bringing fear closer to the consumers
● Fear of Dengue disrupting your life
● Mosquito menace “Out of Home”
● Severity of Dengue threat for children and elderly.
● Encouraging conversations on Dengue and the need for
protection outside home

82. Activities in Stage 2
Radio
OOH
Activation
Digital
Brand Film
Press

84. Odomos turns select routine outdoor spaces into
Dengue Safe Zones
Using wallpaper made up of Odomos Patch
#1

85. How will this work ?
Odomos Patch has Citronella that keeps mosquitoes away for
8-11 hours. Wallpaper will make the premise free from
Dengue causing mosquitoes.

86. The Target Locations
Bus Shelters
Park Benches
College campus hang out spots
Open Corporate spaces
Markets

87. Sample Deliverables
ODOMOS
PATCH
WALL
PAPER

88. You are in
ODOMOS
DENGUE
SAFE
ZONE आज़ादी Dengue Se
ODOMOS
PATCH WALL
PAPER

89. Strategy
These spots will be Branded
This will go on for a week
Reaction video will be made and shared on social media
News papers will be reached

90. Installation of Odomos Lotion Dispensers at various
public spots across the country
Additionally

91. Sample Deliverables

93. The Dual Impact
These BTL activities will be looked at as Odomos’ initiative to
provide India Azadi Dengue Se, leveraging PR
Product experience with Odomos Patch and Lotion will
remove negative perceptions of stickiness and odour
and induce trials

94. Television Commercial

95. TVC 2
TVC 1 – Aunty Ji
https://www.youtube.com/watch?v=Jbb2ojJgmn8

96. https://www.youtube.com/watch?v=SXDnw84VMdY
TVC 2 – Ek Machhar

97. https://www.youtube.com/watch?v=41AKaWHaPSo
RADIO ADVERTISEMENT

98. OOH

104. Press Ads

106. Stage 3: Moving People to Action
● Induce product trials
● Remove negative perceptions of Odomos
● Inculcate habitual use of Odomos

107. Activities in this stage
• ABP News TV activation
• Direct Marketing Focus on In-
store product
• Advertisements

108. in association with presents
हर रवििार, सुबह 11 बजे, ABP News पर
#2

109. What’s the IDEA ?
Odomos partnering with ABP News to come up with a TV
series (4 episodes). The show will visit residential areas
and college campuses in cities where reported Dengue
cases are high

110. The households in the residential locations and students colleges
will participate in the
Odomos Dengue Prevention Trail

112. The activities will involve cleaning the variety of Dengue breeding points in the
residential locality and campus areas
1. Use Odomos before starting the Trail
2. Throw stagnant water from pots in your garden
3. Collect 5 items where Dengue mosquito can breed
4. Clean the roof top
Odomos product range will be given as a gift hamper

113. How will it Impact Odomos?
Aired on ABP news, prevention awareness initiative will reach
millions
Association of Odomos with the cause of dengue and as an
“outside specialist” in the eyes of TG
Advertising of the Odomos product range in the activities

114. Direct Marketing
● Installation of Dispensers at Colleges and mosquito prone
areas
● In store Product Placement
● Outdoor Sampling / Mass Distribution

116. MEDIA PLANNING

117. CATEGORY EXPENDITURE

118. OVERVIEW OF MEDIA EXPENDITURE BY ODOMOS
Total amount spent: Rs 234,674,000 (Rs Twenty Three Cr, Forty Six Lakh And Seventy Four Thousand only)
PRINT RADIO TELEVISION
Odomos Cream Rs 8,541,000 - Rs 132,945,000
Odomos Naturals Rs 10,288,000 - -
Odomos Range Rs 9,808,000 Rs 12,950,000 Rs 3,102,000
Odomos Bands and Patches - - Rs 57,040,000
Total Rs 28,637,000 (Rs Two Cr,
Eighty Six Lakh and Thirty Seven
Thousand Only)
RS 12,950,000 (Rs One Cr,
Twenty Nine Lakh and Fifty
Thousand Only)
Rs 193,087,000 (Rs Nineteen Cr,
Thirty Lakh and Eighty Seven
Thousand)
Percentage Share 12.20% 5.52% 82.28%

119. IMPERATIVES
IMPACTING
THE MEDIA
Increasing the
usage
• Among existing
audience
• Introduce new audience
Demonstrative
routes
High frequency of
brand
communication

120. MEDIA
MIX
Television
Newspapers
Magazines
Radio
OOH
Digital

121. MEDIA PLAN SUMMARY
Media Scheduling Pattern: Even spread flighting schedule
BUDGET ALLOCATION
TELEVISION PRINT RADIO OOH Digital
Rs 5 Cr Rs 2 Cr Rs 80 lakh Rs 2.1 Cr Rs 10 lakh
50 % 20% 8% 21% 1%

122. MEDIA PLAN SUMMARY
TELEVISION
GRPs = 1000
PRE MONSOON MONSOON POST MONSOON
May June July Aug Sept Oct Nov
300 GRPs 400 GRPs 300 GRPs

123. Media Vehicles- Television
Genre Role Key vehicles
GEC Reach Building Primary:
· Colors
. Star Plus
· Zee TV
Secondary:
· Life Ok
· SAB TV
News Frequency Builders -Aaj Tak
-ABP News
-Times Now
-NDTV 24X7
Infotainment Addressing context -Discovery Channel
-Animal Planet

124. Media Vehicles-Television
Kids Addressing Context - Nick
-Cartoon Network
-Chutti TV (Tamil)
Movies and English entertainment
(for youth)
Addressing Context -Sony Max
-Z Cinema
-Sony pix
-HBO
-Star World
-AXN
Regional Reach builders -Surya
-Sun TV
-Gemini
-Suvarna
-Z Marathi
-ABP Majha
-Vijaya
-Z Bangla

126. 69
55.65
46.5
39.29
31.56
0
10
20
30
40
50
60
70
80
Other channels for Youth
Reach %

127. Media Vehicles: Print
MEDIUM ROLE STATES/MAJOR CITIES KEY VEHICLES
Newspapers Reach builders ● Metro Cities: Delhi, Mumbai, Bangalore, Hyderabad
and Chennai
● UP: Allahabad, Kanpur, Varanasi, Lucknow, Agra,
Meerut, Bareily
● Bihar: Patna, Gaya, Bhagalpur
● MP: Bhopal, Indore, Ujjain, Jabalpur
● Rajasthan: Jaipur, Ajmer, Bikaner, Kota, Udaipur,
Jodhpur
● Maharashtra: Nagpur and Pune
● South: Port cities such as Cochin, Vishakhapatnam
● Other: Kolkata, Jammu, Ahemdabad, Amritsar, etc.
● Times of India and Hindustan
Times (Metro cities and
Maharashtra))
● Amar Ujala and Hindustan (UP)
● Hindustan (Bihar)
● Patrika (MP)
● Rajasthan Patrika (Rajasthan)
● Lokmat
● Malayalam Manorama, Daily
Thanti, Eenadu (South)
● Other: Anand Bazar Patrika,etc.

128. Media Vehicles: Print
MEDIUM ROLE STATES/MAJOR CITIES KEY VEHICLES
Magazines Addressing Context and
building fear
Pan India • Outlook Traveller
• Lonely Planet
• Sportstar
• Femina

129. MEDIA VEHICLES: RADIO

130. •Radio Mirchi, Radio City, Hit Fever and Red
FMDelhi
•Radio Mirchi, Radio City and Red FMMumbai
•Radio Mirchi Chennai, Suryan Chennai, Red
FM Hyderabad, Radio City Hyderabad, Radio
Mirchi Bangalore
South
•Radio City Jaipur, etc.Other