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McCann gives emotional touch to Odomos’ new campaign

The emotional and touching film tugs at the hearts of mothers with the brand thought “Odomos. Jaise mummy ho paas”

BestMediaInfo Bureau | Mumbai | August 16, 2013

Click on the image to watch the TVC.

This monsoon season aka mosquito season, Odomos has unveiled an emotional new campaign conceptualised by McCann Erickson that lets mothers in on an important piece of information, which will help them protect their kids from deadly mosquito borne diseases.

The brand has been known for decades as the only solution for outdoor protection from mosquitos, and this continues to be their brand positioning. However, the new campaign comes from the insight that mosquitos that cause deadly diseases like malaria and dengue are active primarily during the morning and evening.

The campaign was built with the proposition ‘protection from mosquitoes in the maximum risk period of mornings and evening’. This was translated into an emotional and touching film that will tug at the hearts of mothers. The emotional appeal by a kid who wants to be carefree but is afraid of ‘machhar monsters’, the mother’s anxiety, and the endorsement of Odomos by a doctor as the only ‘All day protection’ from mosquitoes complete the product story beautifully. The film signs off with the brand thought “Odomos. Jaise mummy ho paas”.

Prasoon Joshi chairman and chief creative officer McCann Worldgroup, India said, "We always cherish our work on Dabur brands, this film captures the unique relationship between the mother and child. An innocent appeal by the kid makes his mother realize how vulnerable he is, it establishes the need for the product effortlessly."

The campaign includes two tactical films, which address the key barriers to use and expose the variety of modern formats that Odomos has launched, which should drive trials of Odomos by non-users.

Rohit Prakash Gupta, Category Head, Home Care, Dabur India, “Odomos is unchallenged in the personal application mosquito repellents category. With the mosquito season approaching, it was important to increase awareness about the necessity of outdoor protection for kids, and to drive trials by strengthening the relevance of personal application products as a viable solution.”

The campaign broke on 1st August 2013 and will be on air through the season. It will be broadcast on Hindi and regional GECs and other lifestyle channels. The campaign will span across TV channels, newspapers, radio and web to boost awareness about the risk of mosquito borne diseases during the day, and strengthen category penetration in this season.

Since the brand is targeting young mothers, the campaign will be extended to the web and social media. Odomos has its own interactive website and its Facebook page engages tens of thousands of users across India with relevant and enlightening information on mosquito protection.

The campaign is being extended through a powerful on ground activation called Odomos Zero Tolerance Drive. The activity will engage students and parents in school across various cities through a contest. The idea is to build up awareness for the need for protection from mosquitoes outdoors and educate kids and their parents about the relevance of Odomos.

Armed with the new campaign, Dabur is expecting to drive significant category penetration this season. “Our starting point was the insight that mother is the ultimate safety net for a child. When told from kid’s eyes this insight immediately connects with mothers and their anxiety to keep their child safe, especially when out of sight. The functional premise of the product providing outdoor protection dovetails effortlessly into the story-telling”, says Jitender Dabas Executive Vice President – Strategic Planning at McCann.

The TVC:

[youtube]http://www.youtube.com/watch?v=ptnjZC_1AqU[/youtube]

Credits:

Chief Creative Officer: Prasoon Joshi

Creative Directors: Nakul Sharma, Tirtha Ghosh

Copywriter: Kanishka Vashisht

Art Director: Annie Napoleon

Client Servicing: Bhaskar Preenja, Viksit Jain

Agency Producer: Jeet Kalra

Production Company: Rising Sun Films

Director: Kopal Naithani

Info@BestMediaInfo.com

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