Indian villages and smaller cities of U.P. rely on household ideas and tricks to curb skin dryness due to the extreme cold and dry climate.HUL intended to penetrate this segment and communicate the importance and benefits of Vaseline. It wanted to establish the brand as the easiest to use and most effective solution to dry skin.

Instead of plain vanilla advertisements, BIG FM ideated to include the concept of Vaseline usage in a storytelling format. What better than to build a household concept and weave the stories through FM’s biggest storytelling show, Yaadon ke idiot box with Neelesh Misra.

The idea was coined with the name Angan ki Angithi with dual meaning. Apart from the literal meaning, BIG FM wanted to put forth the warmth of a relationship through these stories. The language of characters was written to invoke emotions across the target group

Well written stories were supported by very well audio treatment and voice actors. Stories revolved around family members sharing warmth and solution to problems around the Angithi. Solutions involved brand product promotion to encourage its sales in the said target cities. The stories were supported with teasers, mentions, weather updates etc. which helped in the success of the campaign.

Outcome- The brand penetrated into its desired markets and this winter, Vaseline was an essential household product across many families in UP.