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Odomos takes up initiative to spread awareness about vector-borne diseases

By Nandana Das , afaqs!, New Delhi | In OOH News | June 13, 2011
The below the line (BTL) activity aims to spread awareness about various mosquito-borne diseases caused by unhealthy living conditions, amongst those living in slums.

Odomos Lotion, a mosquito repellent lotion from the house of Dabur, recently carried out a below the line (BTL) activity, with a special focus on slums, to spread awareness about mosquito-borne diseases caused by unhealthy living conditions. The brand activation solutions company Jagran Solutions ideated, designed and executed this outdoor activity.

As part of the execution, posters and banners were put up on walls, with creatives highlighting the need to use Odomos to prevent mosquito borne diseases. Company representatives wearing Odomos branded T-shirts and half-jackets distributed leaflets which provided information on vector-borne diseases, and how the product could help prevent them. The representatives also made presentations with the help of flip charts to highlight how mosquitoes can cause serious diseases such as malaria, dengue and chikunguniya, and how to prevent and safeguard against such diseases. Product samples were also distributed to further spread awareness.

Arvind Katariya, brand head, Odomos, Dabur India, says, "We undertook this activation to improve awareness about dengue, malaria and chikungunya amongst the people living in these slum areas. While promoting Odomos as a means of protection, the main message centred upon creating awareness about ways to prevent breeding of mosquitoes, as well as to control the dengue menace."

Talking about the brief, Ambika Sharma, national head, Jagran Solutions, says, "The brief was short and simple. It was about creating awareness for Odomos Lotion, in order to check the reaction in slum areas towards such a product. The target audience for this BTL activity was everybody, including senior citizens, women, men, and of course, children."

According to Sharma, the team had to encounter many challenges at the time of executing the activity as it was difficult to handle the huge crowd in slum areas, as well as the lack of open space.

As part of the activity, a Nukkad Natak (street play) was enacted to propagate the brand's positioning, 'Shield your life from mosquitoes', and the importance of having uninterrupted sleep.

The campaign was executed in the slums of Delhi and the National Capital Region (NCR), including Seelampur, Dilshad Colony, Old Seemapuri, Nand Nagri, Wazirpur and JJ Colony. The activity, which started in May, continued for five weekends. The recently concluded campaign targeted about 1,500-1,800 people each day, reaching out to around 18,000 people over its duration.

Talking about the reactions, Sharma says, "Reactions have been really good and very positive. It is really good to know that people are open to receiving such communication for the benefit of the community. They came to know about the product benefits, which they were not aware of earlier."

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