Richardson Hindustan launched Vicks VapoRub in the early 1950s.<\/p>\n\n\n\n
It was positioned as a balm. Balms are stronger in terms of smell, etc., and function as an all-in-one for headaches, pains, sprains, and related problems. It is to be used only by adults. <\/p>\n\n\n\n
Vaporub was milder, less greasy, and hence was positioned as a cold relieving salve for children. It was to be used on the nose, throat, chest and back at night. <\/p>\n\n\n\n
Initially, based on international consumer behaviour & advertising, Vaporub was used as a winter remedy because the incidence of cold was greater at that time.<\/p>\n\n\n\n
However, it was found that in India, people caught a cold even during monsoons. Hence, to tap this market, advertising was created to tackle this monsoon cold \u2013 getting wet, sneezing cough etc.<\/p>\n\n\n\n
Advertising by Ogilvy combined a rational benefit with emotion which endeared it to the mother. In the 1980s, the children were the centre of the family, and all attention was given to the kids.<\/p>\n\n\n\n