Vaseline Petroleum Jelly: How radio became a perfect grandmother

Vaseline, a brand of petroleum-based products, launched a radio series of stories centred around family usage occasions of Vaseline to increase sales and awareness in India.

The communication goal

Vaseline Petroleum Jelly is a leader and a century old brands that is synonymous with extreme skin care during winters. Vaseline's key growth attribute 'Heals dry skin' and Spontaneous awareness was under tremendous stress during the winter season, Q4 of 2018 (As compared to Q4 of 2017)

The goal: we had to grow the key attribute of 'Heals Dry Skin' along with 'spontaneous awareness' for Vaseline Petroleum Jelly.

The situation analysis

Key markets for all petro-jelly brands are medium populated towns of UP, Bihar, MP and Rajasthan. This is due to the extreme winters and dry skin...

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