BBH India make fun of cricket commentator Michael Vaughan in a topical ad for Vaseline

BBH India has created a topical ad for Vaseline, placed in almost all key publications of India – setting honestly the real and multiple uses of Vaseline. The ad was inspired after a tweet made by former cricketer Michael Vaughan – commented that Indian batsman VVS Laxman used Vaseline on his bat to dodge Hot Spot cricket technology.

The tweet has since been making headlines, and causing much debate in India, where cricket is the country’s most revered and omnipresent sport. The Vaseline ad simply reiterates the many uses of Vaseline – with an honest and genuine stating of the obvious – ‘Mr Vaughan, in India, Vaseline is used for: dry extremities, cracked heels, elbows..” and so on.

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Said Raj Kamble, Chief Creative Officer, BBH India: “We saw a wonderful opportunity – letting the simple and honest brand truths of Vaseline speak volumes on a topic that’s got the whole of India talking”

The campaign launched with a teaser print and a reveal that was tactically placed in most key publications’ sports pages. The campaign also initiated participation through asking people to add a badge to their Facebook profile that says “Dear Mr. Vaughan, Vaseline is not used on cricket bats”.

CREDIT LIST:

Account Management – Subhash Kamath, Abhishek Razdan, Jay Ladhani, Kanika Vaid

Creative – Raj Kamble, Russell Barrett, Kunal Sawant, Nikhil Panjwani

Account Planning – Partha Sinha, Dhiren Amin

Studio – Phulendra Nayak, Firdousi Dhamankar, Yogesh Loke