Gurgaon, India – December 25, 2025: Each year around October in India, the threat of dengue resurfaces. To help citizens combat this viral disease, Dabur Odomos, India’s leading mosquito repellent brand, activated its Dengue Free India initiative through a category-first campaign, executed in partnership with Starcom India, its advertising agency, and Hybrid, the global programmatic advertising platform.
Odomos wanted to build awareness about the repellent in a timely manner, while driving engagement among users who were actively consuming news and information about dengue. In order to achieve the campaign goals, Hybrid deployed VOX, its proprietary contextual advertising solution to help the brand establish awareness, boost attention, and garner user engagement.
Leveraging VOX’s Semantica 360° and Computer Vision technology, we first identified and analysed editorial and visual content that particularly showcased information about dengue cases, preventive measures, and repellents. This enabled us to contextually place the ad on publisher sites alongside related content, which provided users with a highly relevant, non-intrusive experience. Further, focusing on keywords such as ‘dengue prevention’ and ‘chikungunya awareness’, we ensured that the campaign resonated deeply with health-conscious and family-focused users across tier 1 cities in India.
To drive impact, we utilised VOX’s Full format, along with the attention-grabbing WOW feature to captivate users and drive top-of-mind recall. While users scrolled through an article, the ad natively appeared showcasing Odomos as the reliable repellent against mosquitos. The call-to-action on the banner directed users to the Blinkit landing page, where they could directly make a purchase.
The campaign proved to be exceptionally effective, reaching over 3 million users. Commenting on the success of the campaign, Vaibhav Rathi, Head of Marketing -Homecare, Dabur India Limited said, “We needed a solution that addressed a core challenge: mosquito repellence isn’t always top-of-mind for consumers. To tackle this, as a brand, we aim to not only nudge shoppers at the right moment but also build nationwide awareness and readiness for our broader mission of a Dengue-Free India. We set out to bridge this gap, and this one-of-a-kind technology made it possible. By using contextual relevance, it connected consumer needs with timely action, prompting shoppers to consider Odomos at the exact moment they were seeking a solution.”
The ad saw a click-through rate of 2.3%, which is almost 5X higher than the industry average, and achieved 29K+ additional clicks over the proposed plan. “Creating relevant and engaging ad experiences that matter is at the core of what we do, and this campaign is a reminder of the power of contextual targeting and the genuine impact it has on users,” added Gandharv Sachdeva, Country Head – India, Hybrid India.
About Hybrid
Hybrid is a global ad tech ecosystem empowering brands and agencies with advanced solutions for buying and optimizing digital advertising campaigns. Backed by over 14 years of technology innovation, Hybrid’s proprietary AI and ML algorithms offer comprehensive programmatic ad buying and non-cookie-based contextual targeting capabilities.
The company delivers customized, performance-driven solutions through its Hybrid Platform, a full-stack DSP featuring integrated tools for ad creation, launch, optimization, and reporting, along with products like Hybrid Places, Hybrid Triggers, TV Sync, and OTT/CTV. Complementing this, VOX, Hybrid’s AI-driven contextual advertising solution with innovative, eye-catching formats and effects enables privacy-friendly, cookie-free targeting across channels to drive greater campaign relevance and effectiveness.
Media contact:
Beulah Pereira
b.pereira@hybrid.ai
Marketing Manager – India
Hybrid INSEA
