As dengue cases resurface across India each year around October, Dabur’s mosquito repellent brand Odomos has rolled out a context-led campaign to drive timely awareness and action. The brand activated its Dengue Free India initiative in partnership with media agency Starcom India and Hybrid, the global programmatic advertising platform, aiming to reach consumers actively seeking information on dengue prevention and mosquito-borne diseases.
At the core of the campaign is Hybrid’s proprietary contextual advertising solution, VOX, which uses Semantica 360° and computer vision technology to analyse both editorial and visual content related to dengue cases, preventive measures and repellents.
This enabled Odomos to place non-intrusive, highly relevant ads alongside related news and health content on publisher platforms, while targeting health-conscious, family-focused audiences in tier 1 cities through keywords such as ‘dengue prevention’ and ‘chikungunya awareness’.
The campaign also integrated VOX’s Full format and WOW feature to drive attention and recall, with a direct call-to-action leading users to Odomos’ Blinkit landing page for instant purchase.
The campaign reached over 3 million users and recorded a click-through rate of 2.3%, nearly five times the industry average. It also delivered more than 29,000 additional clicks over the proposed plan.
Commenting on the success of the campaign, 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,” Rathi said.
“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,” added Gandharv Sachdeva, Country Head – India, Hybrid India.
