Odonil brings Punjabi humour to its new campaign

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Dabur uses local humour, conversations and everyday observations to spotlight bathroom freshness

Chandigarh, September 4

Odonil, the air freshener brand from Dabur India Ltd., has launched a Punjab-focused campaign film as part of its latest national campaign, “Bathroom vich Odonil nahi jitte, twadi badnami ho rahi hougi kitte.”

The campaign uses Punjabi humour, familiar social conversations and everyday observations to highlight the importance of bathroom freshness. The film is built around the insight that homeowners may overlook certain aspects of their homes that guests notice immediately, with bathroom freshness presented as one such detail.

The campaign portrays a familiar Punjabi social setting where conversations during family visits and gatherings often revolve around achievements, milestones, new purchases and other successes. Against this backdrop, the film uses humour and conversational banter to show how guests may form impressions based on smaller details during a visit.

According to the company, the Punjabi film was independently developed rather than created by simply dubbing or adapting a national script. It aims to reflect local conversational styles, social dynamics and everyday interactions.

Vaibhav Rathi, Marketing Head, Home Care, Dabur India Ltd., said consumers connect strongly with stories that reflect how they speak, think and interact in everyday life.

“With this campaign, we have moved beyond language adaptation to create a story that feels distinctly Punjabi in its humour, observations and conversational style,” he said.

Rathi said the campaign was based on the simple insight that guests often notice things homeowners may overlook, including bathroom freshness.

Moving beyond conventional bad-odour communication, the campaign focuses on social observations surrounding family visits and gatherings. Through relatable characters and authentic dialogue, Odonil seeks to reinforce bathroom freshness as part of creating a positive experience for guests.

The campaign will be promoted through television, digital platforms and collaborations with regional creators, with storytelling tailored to Punjabi audiences.