Of all the responses (and quite a few abusive ones) former England captain Michael Vaughan got for his tweet on 30 July about VVS Laxman which said, "Has Vaseline on the outside edge saved the day for Laxman???", this could be one that stands out.
On 10 August, BBH India put in a word from Vaseline and released a teaser ad in almost all key publications of India, with the reveal on the sports page.
This teaser ad (L) appeared on the front page of The Times Of India and the reveal ad (R) appeared on the sports page.
The Vaseline ad simply states its many uses - 'Mr Vaughan, in India, Vaseline is used for: dry extremities, cracked heels, elbows.." and so on.
Raj Kamble, managing partner and chief creative officer, BBH India, said, "We saw a wonderful opportunity - letting the simple and honest brand truths of Vaseline speak volumes on a topic that's got the whole of India talking."
The campaign has also asked people to add a badge to their Facebook profile that says "Dear Mr. Vaughan, Vaseline is not used on cricket bats".
Agency: BBH India
Account management: Subhash Kamath, Abhishek Razdan, Jay Ladhani, Kanika Vaid
Creative: Raj Kamble, Russell Barrett, Kunal Sawant, Nikhil Panjwani
Account planning: Partha Sinha, Dhiren Amin
Studio: Phulendra Nayak, Firdousi Dhamankar, Yogesh Loke