- Pandal infused with Odonil Gel Pocket fragrances – Citrus, Floral Valley & Wild Forest
- Hung Odonil Gel Pockets freely distributed to devotees and instantly replaced with new ones
- The campaign generates a footfall of more than 2 lakh devotees every day
Mumbai, 28th November, 2023 – On the festive occasion of Durga Pooja, India’s leading consumer products maker Dabur India executed an innovative experiential campaign associated with Gel Pocket of its well-known brand Odonil. The memorable and immersive campaign engaged with the devout community within a prominent Durga Puja Pandal at CR Park in Delhi between the 20th and 24th of October.
The selected pandal, adorned with the grace of Ma Durga, took on an extraordinary character with the infusion of fragrances from Odonil’s various Gel Pocket variants – Citrus, Floral Valley, and Wild Forest. As part of the innovative campaign strategy, the hung Odonil Gel Pockets were distributed to the devotees. To ensure a continuous and delightful experience, each Gel Pocket taken by a devotee was promptly replaced with a new one. This approach created a distinctive connection between the sacred space of the pandal and the fragrance of Odonil, reinforcing the campaign’s tagline – “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 Mr. Sanath Ravindran Pulikkal, Marketing Head – Home Care, Dabur India Ltd.
The campaign was conceptualized and executed by Mindwave Media, a leading innovative marketing agency.
Odonil Gel Pocket is a unique gel-based air freshener infused with essential oils which gives superior and long-lasting fragrance.