Multiple formats pave the pitch for Dabur's 30-year-old product Odomos

Dabur experiments with the packaging and the brand narrative of its Odomos; but can it do so without diluting the promise?

How does a brand adjust, having gone from a near-generic association with its category to being one of many on the shelf? For Odomos, launched by the Balsara group three decades ago and a part of the Dabur group since 2005, the answer has been to reimagine itself in many formats and for a diverse group of users. 

At the same time, from being a household staple, Dabur has repositioned Odomos as a lifestyle purchase available across multiple price points. The brand is also being advertised more frequently, all in the hope of staying relevant for a new batch of consumers. 

Vineet Jain, marketing head-Home Care, Dabur India, says Odomos has a three-pronged approach for driving relevance in the category. “Firstly, focusing on convenience and ease of use. Secondly, the brand has been rolling out TG specific formats like Fabric Roll-On, Bands and Patches for kids. The third plank is the ‘naturals’ variant, which has been a growth driver.”

In a recent campaign, the focus is on Odomos sprays, a format that was launched in 2008 and the ad narrative uses a rap battle to pitch the product to children who resist applying a cream or gel. Sprays are convenient and provide an easy entry into the brand, while the song and dance brings a fun association for the brand.

Sprays are common to other brands addressing the category. So does this mean that Odomos could lose its unique position in the process?

Sandeep Goyal, chairman of marketing and communication agency Mogae Media, said that the format doesn't really matter. It merely provides convenience, just as it is with medicines sold as tablets and syrups and ointments. It’s a question of offering convenience and joy in the best format,” he added.

Convenience is not the only thing on the company’s mind as it plots a new path for the brand. Increasing consumer concern over the composition of personal care products is also a factor. Hence the creation of a line of ‘naturals’ that appeals to young consumers.

“We have been at the forefront of innovations, having rolled out a ‘naturals’ range a few years back and introducing new consumer friendly formats. This has helped us remain the clear market leader in the personal application mosquito repellent category with 57 per cent market share,” says Jain.

Goyal says that over the years, Odomos has finetuned its association with protection from mosquitos. “It used to be just a cream, today it is available in various forms. This does not dilute the brand which is evergreen,” he adds.

Dabur operates in the Rs 200 crore-plus personal application mosquito repellent segment that is growing in double digits year-on-year. Continuous reinvention is a must in the category and has helped the brand grow nearly four times in the past decade-and-a-half, the company said. 

The tone and pitch of the advertising narrative has also changed; instead of offering a functional buy-in into the brand, the focus has been on making it an aspirational purchase. One way to do that has been through cause-led campaigns, apart from its regular advertising. For instance, the #MakingIndiaDengueFree campaign, the distribution of Odomos during the Kumbh Mela are ways in which the brand has tried to widen its association with the category. 

Jain says, “Our communication strategy has always been to highlight our out-of-home protection USP for kids, particularly when they are in school and playgrounds.” The brand is also careful about using the right media for the right message—the spray 

ads, for instance are on digital as it is expected to appeal to young audiences. 

Digital also allows the brand to experiment with the communication, infuse fun and entertainment into the storyline without compromising the seriousness of the issue. Jain says, “Featuring only kids in the film was meant to break the clutter online and was also a reflection of society today where kids are more informed and involved in decision-making than ever.”

Under Dabur, Odomos also benefits from its distribution reach. The company says the product is available in nearly seven lakh outlets across India and Jain says, “We are also undertaking local level activation to drive distribution at chemists and modern trade outlets.”30-year-old product; but can it do so without diluting the promise?