Vaseline hits a six!
In response, Hindustan Unilever Limited initiated a campaign by stating the "real and multiple uses' of Vaseline. The campaign reiterates the many uses of Vaseline ' by stating of the obvious Vaughan, in India, Vaseline is used for: dry extremities, cracked heels, elbows.." and so on. Further to that, Michael Vaughan very sportingly retweeted "Finally, someone has a sense of humor!"
The campaign was also initiated digitally through Facebook which has already garnered over 90,000 fans on its homepage page over a week. The campaign was designed in a manner wherein the fans were invited on Facebook to render their support to the multiple good uses of the brand by adding a Vaseline badge to their profile.
"Vaseline as a product is a classic example of a brand that is real and alive. Thus, it is a possible reaction for a brand most Indians have grown up with. Facebook being a perfect medium for a two way conversation and real time consumer engagement proved to be a perfect opportunity to set the record straight. The campaign brings alive the simple and honest brand truths of Vaseline speaking volumes on a topic that's got the whole of India talking." said Govind Rajan, Vice- President, Skincare HUL