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.
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."
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."