Vaseline: The voice of a nation

Basheera Indorewala and Sanjay Sharma

Campaign details

Brand owner: Unilever
Agency: BBH Communications Pvt Ltd
Brand: Vaseline Petroleum Jelly
Country: India
Channels used: Newspapers, Public relations, Social media, Word of mouth and viral
Media budget: Up to 500k

Executive summary

"Has Vaseline on the outside edge saved the day for Laxman?"

Tweet, Michael Vaughan

The popular adage 'in the right place at the right time' best describes the cricketing controversy that the Vaseline brand, through no fault of its own, got dragged into.

In a country like India, where cricket is a religion and the players are treated like gods, former England cricketer Michael Vaughan questioned the integrity of VVS Laxman, one of the most loved of Indian batsmen.