 "The new ad has been launched only on digital media, the storyline uses children to drive home the convenience of the format and the safety of the product")
How does a brand adjust, having gone from a near-generic association with its category to being one of many on the shelf? For Odomos, launched by the Balsara group three decades ago and a part of the Dabur group since 2005, the answer has been to reimagine itself in many formats and for a diverse group of users.
At the same time, from being a household staple, Dabur has repositioned Odomos as a lifestyle purchase available across multiple price points. The brand is also being advertised more frequently, all in the hope of staying relevant for a new batch of consumers.
Vineet
