Cashing on unpaid publicity - Vaseline

Most of you who read TOI (The Times of India newspaper) must have noticed the huge advt of Vaseline - with too many words and a big cross, of course it did catch my attention - how could I miss it [for those who don't know - checking various ads helps me in my job function].

Background:
Coming back to the advt, I was curious to know about this Mr Vaughan and why his name has been used in this advt. Excuse my ignorance - majority of my male friends won't like it if I say I am least interested in cricket and sports in general and that explains my ignorance about Mr Vaughan and hence was naturally clueless what this ad wants to convey. I thought it must be a new marketing strategy similar to the lines of the famous 'Digen Verma - Frooti' Campaign. My curiosity led me to research on the background and voila - Mr Micheal Vaughan was in news for accusing Mr Laxman (Indian Batsman) of using Vaseline on his Cricket bat (though I still have to research how does it help in hitting the ball).

My Short analysis: I think the creative team did cash on the unpaid publicity created by the cricketers and used it strategically. The concept of using Cricket as a subject works well in a country obsessed with the game and where the players are treated and worshiped as gods...obviously the ad must have caught attention of Cricket lovers which is a huge % of the total India's population. I don't know if Mr Micheal Vaughan is aware about this campaign or has he yet reacted to it but Sir - you too have got equal share of publicity, Cricket lovers must have added the badge on Facebook to let you know the right usage of Vaseline and people like me who don't follow sports now know you well, thanks to the ad in TOI.

Right Strategy: As I always say it is always about grabbing the opportunity at the right time like Vaseline's creative team did. I still don't have the facts to know if this campaign has helped Vaseline in extra revenue by selling more Vaseline but it has got enough publicity. As per my memory I have not seen any Vaseline print advt except for TV ads but going the print and online way with this campaign is a good strategy to attract the youth & young audience. Facebook works well with the young audience and a subject like 'Cricket' obviously is a way to the mind and soul of Indians.

Conclusion: Going the safe way might help you with few followers and few views but creating a stir and making noise about a common subject definitely makes one turn around and look at you! If you want lakhs of people to notice you then talk about what they like to hear and discuss it for years to come. Going the similar but eco friendly way is the Suzlon campaign - coming up next.

Creativity! Who decides what is good or bad?

What is creativity? I used to be floored when someone used to often use this word while discussing some important brand/marketing projects. I was totally in awe of it...i used to be kicked about it and always tried to portray that I am creative;)..very soon i realized it not about the dressing or the way we talk - it just about the right timing:). Who has laid the rules of creativity? Who decides what is a good or a bad creative? Trust me, it is all about timing and your audience. If your audience like what you deliver at that time - you are a genius.

yes i have met few 'so self acclaimed' creative people and yaaa they do look creative - tattoo, pony, beads, tote bags, chappals or stylish boots, un-matched top n bottom (attire), thick frames n so on.

But creativity is nothing to do with all these, it's about the attitude and it is backed by intelligence, facts n figures. In the actual world of marketing - you just can't throw ideas to prove your creative intelligence - it has to be backed by facts n figures. Everyone is creative in their own way but only few manage to stand out. The reason they stand out is because they have a clear vision about the execution of an idea.

The beauty is in keeping things simple. Creativity is not about jargon and hi-fi visual graphic, it is just about delivering the message or conveying your objective clearly. So don't bother so much about dressing or looking glamorous, be yourself, blast your thoughts and be confident. Rest all will fall into place by itself:).