Dabur Odomos taps contextual ads to lift video views

Dabur Odomos has run a seasonal awareness campaign in India that recorded an 86.95% video completion rate through Silverpush's contextual targeting technology, according to details shared by the companies involved.

The campaign focused on periods of greater public concern about mosquito-borne diseases during the monsoon season. It ran across YouTube and connected TV placements and used contextual signals from news content related to malaria, dengue, and chikungunya.

Dabur Odomos worked with Publicis Media and ad tech firm Silverpush on the activity. The partners positioned the work as an example of context-led media planning during crowded seasonal advertising windows.

Contextual approach

The companies said the campaign aimed to place ads next to content where audiences were already engaging with information about mosquito-related health risks. They said this approach avoided reliance on broader demographic targeting.

Silverpush used a product called Mirrors. The company described it as an AI-driven contextual intelligence engine. Partners said Mirrors identified and mapped news and information content, including health advisories, regional outbreak updates, and public safety reporting.

These signals for ad placement decisions across screenshe was then used in the campaign. The companies said the media plan leaned towards mobile for reach and scale. They allocated 80% of delivery to mobile and 20% to connected TV.

They also described the connected TV activity as focused on premium and brand-safe news environments. The statement did not name publishers or channels used within those placements.

Performance metrics

The companies reported 6.7 million impressions and 5.9 million completed views. They said the campaign achieved an 86.95% video completion rate, or VCR.

They claimed the VCR represented an 8.6% uplift over YouTube benchmark performance. The statement did not specify the benchmark definition used, the campaign duration, or the format mix behind the calculation.

The partners said performance stood out in Karnataka, West Bengal, Maharashtra, Uttar Pradesh, and Haryana. They also said audiences aged 25 to 44 showed deep engagement.

Brand safety

Publicis Media framed the work around timing and placement in news contexts. The team described the planning process as linked to specific moments when audiences were consuming information about disease outbreaks and public health reporting.

"By leveraging Mirrors, we were able to plan in a way that was both brand-safe and moment-specific," said the Publicis Media team. "Contextual intelligence allowed us to avoid the noise of seasonal clutter and deliver Odomos' message in trusted, high-attention moments across mobile and CTV."

Silverpush linked the results to a shift away from traditional identity-based approaches. The company positioned the campaign as privacy-first and driven by the content environment rather than user profiles.

"Achieving an 86.95% VCR during a season when every brand is competing for the same attention demonstrates the power of contextual intelligence," said Chaitanya Sinha, VP Sales, INSEA, Silverpush. "This campaign showed how privacy-first, moment-based advertising can outperform traditional targeting strategies, delivering both scale and genuine relevance."

The campaign case study arrives as advertisers continue to test alternatives to third-party cookie-based targeting and more restrictive mobile identifier access. Contextual advertising has been one route for brands and agencies seeking reach and measurement without relying on individual-level identifiers.

Silverpush said it operates in more than 30 countries and sells contextual products across platforms, including YouTube, Meta, TikTok, programmatic, and connected TV. The company also markets a conversational AI product called Zimmer.

The companies said the campaign's focus on monsoon-related health content will inform future seasonal planning around mosquito-borne disease awareness in India.

Publicis Media and Dabur did not disclose any campaign spend details and did not provide results beyond view completion, impressions, completed views, and the reported uplift against YouTube benchmarks.