"Has Vaseline on the outside edge saved the day for Laxman?" tweeted by former England cricketer Michel Vaughan, responding to a controversial decision to declare Indian batsmen VVS Laxman not out during the England vs India, second Test, July 2011. Vaughn says Laxman might had used Vaseline to his bat, so the edge is not evident on the camera. Critics slashed it saying it is utter NONSENSE from Vaughan.
They sketched a enthralling campaign that bought the petroleum jelly brand Vaseline alive with its unique print and social media campaigns.In its print ad HUL has placed a red cross-mark over a bat and mentioned as many as 30 uses of Vaseline other than using it on a cricket bat. And in the Facebook it started a campaign asking Facebook users to have their specially designed badge if they agree with their words that "Vaseline is for everything good" but not for cricket bats. This social media campaign is a big hit as many as 268,000 Facebook likes were gained on this page. Thanks to social media which allowed brand Vaseline to gain mammoth brand mileage online, even it was the most trending topic in the micro blogging site Twitter that day.
In India cricket is the oxygen for its masses & the marketing team of HUL has made the best use of it and HUL was successful in leveraging the love and support for VVS Laxman, to its brand Vaseline. They made the best use of its macro environment for good effect, A small window of opportunity was used to open doors for a unique advertising campaign.
Marketers & Media agencies around the globe are making best use of technology to changing trends to modern tools, to enhance their creativity and exploring better ways of promoting products of their clients. They are on the prowl for opportunities to showcase there creative thought.Now it proved even a sporting controversy is no exemption to a applauding marketing campaign.
No surprise even if Virat Kohli's recent gesture of showing his middle finger to Australian crowd might be in light soon.
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