DentsuX & Vserv AudiencePro collaborate for Dabur's Odonil in refreshing OTT campaign

Imagine the challenge of promoting your campaign for an air freshener across OTT platforms aiming to captivate the right audience. It's like trying to eliminate unwanted odours without the perfect air freshener. For Dabur, India's leading consumer goods company, this was the predicament they faced. However, they found a refreshing solution to their marketing puzzle for Odonil Air Fresheners with Vserv AudiencePro.

Odonil, renowned for their commitment to freshness, understood the importance of reaching relevant audiences for their Odonil Neem air freshener and sought a partner who could help them navigate OTT advertising and get incremental audiences while delivering remarkable results. Vserv AudiencePro - a consumer intelligence and activation platform that makes marketing efficient across any channel - collaborated with DentsuX and Dabur to run the campaign across OTT platforms.

Collaborating with Vserv AudiencePro, Odonil embarked on a journey to engage their target audience through an OTT campaign like never before. Vserv AudiencePro devised an integrated media activation plan that would resonate with viewers of popular platforms such as Disney Hotstar, Zee5, and Sony Liv. Vserv AudiencePro's identified audience segments like OTT subscribers, users transacting on offline products like Air Fresheners, Household Cleaning, Homecare; Online Grocery Transactors; Departmental and supermarket store visitors; Utility Bill Transactors and much more.

The campaign soared beyond expectations, leaving a captivating scent of success by surpassing the CTR by 2X of planned interaction with VTR rising to 92%. The campaign achieved a stunning reach of over 7 million.

Expressing delight in the campaign's success, Sanath R. Pulikkal, Head of Marketing, Home Care - Dabur India Limited, stated, “We are thrilled with the outcomes of our collaboration with Vserv AudiencePro. The high VTR and CTR reflect the resounding success of our Odonil Neem air freshener and its appeal to our target audience. This partnership has allowed us to connect with consumers in a captivating and effective manner.”

Rahul Chhetry - Partner, Client Leadership DentsuX, further solidified the campaign's impact, emphasizing the significance of Vserv AudiencePro's platform. He remarked, 'Vserv AudiencePro's platform was the perfect choice for a campaign of this scale and influence. Their ability to provide quality 2P segments across multiple channels enabled us to effectively reach our niche audience. We are delighted with the outcomes and look forward to future collaborations.'

Saurabh Khanna, Vice President, Agency Partnerships & Large Client Solutions, Vserv AudiencePro, highlighted the campaign's significance. “We are extremely pleased to have played a part in this highly successful campaign for Odonil. Our integrated media approach, combined with the power of deterministic audience segments, has proven to be a winning strategy in reaching the right audience and achieving unduplicated reach across multiple channels. This campaign exemplifies our commitment to empowering brands with targeted marketing solutions.”