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Multiple formats pave the pitch for Dabur's 30-year-old product Odomos

Dabur experiments with the packaging and the brand narrative of its Odomos; but can it do so without diluting the promise?

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
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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

T E Narasimhan Chennai
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. 

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First Published: Sep 26 2019 | 10:22 PM IST

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