BBH India has created a topical ad for Vaseline, placed in almost all key publications of India, setting honestly the real & multiple uses of Vaseline. The ad was inspired after former cricketer Michael Vaughan tweeted 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..”. 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”.
The Cricket Bat campaign was developed at BBH India by chief creative officer Raj Kamble, creatives Russell Barrett, Kunal Sawant and Nikhil Panjwani, account management team Subhash Kamath, Abhishek Razdan, Jay Ladhani and Kanika Vaid, account planners Partha Sinha and Dhiren Amin, with print production by Phulendra Nayak, Firdousi Dhamankar and Yogesh Loke.