Gurgaon: As dengue cases resurface annually across India during the monsoon and post-monsoon months, Dabur Odomos, India’s leading mosquito repellent brand, strengthened its public health outreach through a category-first digital campaign under its Dengue Free India initiative. The campaign was executed in partnership with Starcom India, Dabur Odomos’ media agency, and Hybrid, the global programmatic advertising platform.
The objective was to drive timely awareness and engagement around mosquito repellence by reaching consumers actively seeking information on dengue prevention. To achieve this, Hybrid deployed VOX, its proprietary contextual advertising solution, to deliver highly relevant messaging in moments of peak consumer intent.
Leveraging VOX’s Semantica 360° and Computer Vision technology, Hybrid identified and analysed editorial and visual content related to dengue cases, preventive measures, and mosquito repellents. This enabled contextual ad placements alongside relevant content on premium publisher platforms, ensuring a non-intrusive yet impactful user experience. The campaign further focused on keywords such as ‘dengue prevention’ and ‘chikungunya awareness’, allowing the brand to connect deeply with health-conscious, family-focused audiences across tier 1 cities in India.
To maximise impact, the campaign utilised VOX’s Full format along with its attention-driving WOW feature. As users scrolled through dengue-related articles, the ads appeared natively, positioning Odomos as a reliable solution for mosquito protection. A clear call-to-action directed users to the Blinkit landing page, enabling immediate purchase.
The campaign delivered strong results, reaching over 3 million users and achieving a click-through rate (CTR) of 2.3% — nearly five times higher than the industry average — along with over 29,000 additional clicks beyond the proposed plan.
Commenting on the campaign’s success, Vaibhav Rathi, Head of Marketing – Homecare, Dabur India Limited, said, “We needed a solution that addressed a core challenge: mosquito repellence isn’t always top-of-mind for consumers. To tackle this, as a brand, we aim to not only nudge shoppers at the right moment but also build nationwide awareness and readiness for our broader mission of a Dengue-Free India. We set out to bridge this gap, and this one-of-a-kind technology made it possible. By using contextual relevance, it connected consumer needs with timely action, prompting shoppers to consider Odomos at the exact moment they were seeking a solution.”
Gandharv Sachdeva, Country Head – India, Hybrid India, added, “Creating relevant and engaging ad experiences that matter is at the core of what we do, and this campaign is a reminder of the power of contextual targeting and the genuine impact it has on users.”
Through this initiative, Dabur Odomos and Hybrid demonstrated how contextual intelligence and programmatic innovation can drive meaningful engagement while supporting a larger public health mission.
