When Vicks Vaporub was introduced, a few similar balms were already well entrenched in the Indian market. It was now up to Richardson Hindustan Limited to position Vicks in such a way that the consumers perceived it as different, from the other multipurpose balms. Vicks Vaporub was given a specific use, a rub for a child's cold, to be used at night on the nose, throat, chest and on the back. The advertising theme was developed on this positioning strategy and proved extremely successful. The case, thus, stresses the importance of brand positioning and an understanding of the Indian environment. It also questions the effect, the subsequent broadening of the target group had, on the consumer's perception of the brand.