We used newspaper advertising as the most powerful form of social media instigation. A nationwide front-page release addressed Mr. Vaughan to educate him about the genuine multiple uses of Vaseline and the fact that rubbing it on cricket bats was not one of them.

The creative appeared in three phases to build up to the real blow – an ad addressed to Mr. Vaughan and a mention at the end to visit the Facebook page of the brand.

We provided people the opportunity to rally behind this message by adding a badge to their profile picture on Facebook for a week. The rest of the conversation was structured to urge consumers/ cricket enthusiasts to act/respond/converse by actively participating in the campaign in the social media space.

The movement came to life in the social media space through conversations on Twitter and Facebook and the FB badge application.

• Added 100,000 fans on Facebook in 3 days.

• 8,000 'liked' the app and 1400+ applied the badge to their profile• Over 1500+ tweets in a few hours including two from Michael Vaughn: ‘Love it.. Finally someone with a sense of humour’• 50+ articles/blogs/sports websites appeared in over 20 national dailies and other websites• Extensive coverage with discussions and mentions on TV news and radio stations • Generated over 30 million INR in free/unpaid media.And a nation full of cricket enthusiasts who felt vindicated!!