Dabur India clinches Campaign of the Year - India Award for innovative "Odomos Suraksha Bandhan Rakhi"

Their groundbreaking Mosquito Repellent Band launched during Raksha Bandhan earned them recognition.

Dabur India Ltd. has achieved remarkable recognition, clinching the prestigious Campaign of the Year - India award at the 2023 FMCG Asia Awards. This accolade was bestowed in recognition of Dabur's innovative launch of the "Odomos Suraksha Bandhan Rakhi," a groundbreaking mosquito repellent band introduced during the monsoon season to coincide with the celebrated festival of "Raksha Bandhan."

Strategically launched during Raksha Bandhan, the Odomos Suraksha Bandhan Rakhi serves a dual purpose as both a traditional symbol of sibling protection and an effective mosquito repellent. This initiative was not only geared towards safeguarding individuals from mosquito-borne diseases such as dengue, chikungunya, and malaria but also aimed at raising awareness about the health risks associated with mosquito bites.

Dabur India went above and beyond by distributing samples of their innovative mosquito repellent bands to siblings during Raksha Bandhan festivities. Recognising the vulnerability of policemen and security guards to mosquito bites due to their work environments, Dabur extended its distribution efforts to these frontline workers, making the Suraksha Bands available alongside traditional Rakhis in various outlets.

The company's commitment to community well-being was further evident through on-ground activations, featuring engaging games and activities in key locations, including Ghaziabad, Lucknow, and Jaipur. Additionally, a compelling brand film released by Dabur garnered widespread attention, amassing an impressive 8.2 million views across popular social media platforms like YouTube and Instagram.

The positive response from both consumers and publications underscored the success of Dabur India's initiative, contributing to a significant uptick in the market value share. Notably, the company achieved its highest market share peak at 68.8% in August 2023, marking a substantial milestone in the wake of this impactful and socially conscious campaign.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected]

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