During Durga Pooja, consumer products maker Dabur India executed an experiential campaign involving the Gel Pocket of its Odonil brand. The campaign engaged with the community within a prominent Durga Puja Pandal at CR Park in Delhi between October 20 and 24, 2023.
The campaign was conceptualised and executed by marketing agency Mindwave Media.
The selected pandal saw the infusion of fragrances from Odonil’s various Gel Pocket variants – Citrus, Floral Valley, and Wild Forest. As part of the campaign strategy, the hung Odonil Gel Pockets were distributed to the devotees. Each Gel Pocket taken by a devotee was instantly replaced with a new one.
This approach created a connection between the pandal and the fragrance of Odonil, driving home the campaign’s message – ‘1 Day at Pandal and 29 Days at Your Home.’
The campaign generated a footfall of over 2 lakh people per day at the Pandal.
“Durga Puja, one of the biggest festivals in India, attracts millions of people who visit Puja Pandals throughout the Puja. This provides us with an opportunity to connect directly with consumers. The campaign aimed to create a sensorial experience by infusing a pleasant fragrance into the air, enhancing the festive ambiance. We are thrilled with the overwhelming response received from the people. The campaign exemplified our commitment to celebrating festivities and enriching experiences,” said Sanath Ravindran Pulikkal, Marketing Head – Home Care, Dabur India.
Odonil Gel Pocket is a gel-based air freshener infused with essential oils which promises superior and long-lasting fragrance.
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