Dabur Odomos has launched a contextual digital advertising campaign as part of its Dengue Free India initiative, using Hybrid’s proprietary VOX platform. Executed in partnership with Starcom India, the campaign focused on reaching consumers who were actively engaging with content related to dengue awareness, prevention and mosquito-borne health risks.
Timed to coincide with the seasonal rise in dengue cases, the campaign aimed to place Odomos messaging within highly relevant editorial environments. Hybrid’s VOX technology uses semantic and visual analysis to identify suitable content contexts, enabling ads to appear alongside articles discussing dengue outbreaks, preventive measures, mosquito repellents and related health topics.
The ads were served across premium publisher websites, targeting users based on contextual keywords such as dengue prevention and chikungunya awareness. The activity primarily focused on audiences in Tier 1 cities and was designed to reach consumers at moments when they were already seeking information about mosquito-borne diseases and protective solutions.
The campaign utilised VOX’s full-format native ad unit, which appears seamlessly as users scroll through editorial content. The creative included a clear call-to-action directing users to a Blinkit landing page, enabling immediate purchase of Odomos products.
Commenting on the initiative, Vaibhav Rathi, head of marketing – homecare at Dabur India, said mosquito repellence is often not top-of-mind for consumers. He noted that the brand’s objective was to prompt action at the right moment while also building wider awareness around its Dengue Free India mission. According to him, contextual relevance played a key role in connecting consumer intent with timely solutions.
Hybrid reported that the campaign reached over three million users and delivered a click-through rate of 2.3%, exceeding planned engagement levels. Gandharv Sachdeva, Country head – India at Hybrid India, added that the campaign demonstrated the effectiveness of contextual targeting in creating meaningful and engaging ad experiences.
